Uncle Grey DM IN-GAME JOB RECRUITMENT by Uncle Grey Copenhagen

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Industry Recruiting
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Released March 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: UNCLE GREY
Product/Service: RECRUITMENT
Date of First Appearance: Mar 24 2011
Entrant Company: UNCLE GREY, Århus, DENMARK
Digital Art Director: Daniel Nicolajsen (Uncle Grey)
Digital Producer: Karsten Kirkegaard (Uncle Grey)
Art Director Trainee: Christian Rahn (Uncle Grey)
Chief Executive Officer: Lars Samuelsen (Uncle Grey)
Media placement: Online Game - Team Fortress 2 - Avatars, Virtual Posters, Dialogue - March 24, 2011

Describe the brief/objective of the direct campaign.
Talented front-end developers are hard to find and Uncles first efforts did not deliver the kind of talent we needed.

An analysis of the "touch points" of the target audience revealed a high affinity towards online gaming - especially "first person shooters". We decided to focus our communication strategy around online gaming and moved our recruitment campaign into the digital space.

In order to have the right kind of voice and be able to integrate our message in this environment we struck a sponsorship deal with the most popular Team Fortress 2 clan - they became our representative and voice.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Virtual avatars from the clan "Kakaofugl" kept their original gamer name to ensure their credibility but change their team name to "uncle.dk/developer" during the campaign.

Furthermore virtual posters were produced with the message "code warrior wanted" and the avatars posted these throughout most of the Danish servers.

Lastly they interacted with other gamers and directed them to the recruitment site.

The objective was to find one talented developer and as a result of this campaign we received 53 applications and found our new employee. As an interesting side effect the campaign created a lot of buzz in the virtual space.

Explain why the creative execution was relevant to the product or service.
The campaign had a high degree of relevance because it focused on the defining attributes of the target audience. It engaged them within a universe where they spend most of their media time and employed ambassadors that are celebrated as heroes within this space.
In reality these avatars became the communication vehicle that bridged the Uncle brand and the interest of the target audience.

Uncle has in many years been known as a traditional advertising agency and for most talented developers digital agencies are more interesting. The campaign illustrated that the agency understood the digital space and the target audience.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign proved to be more cost effective then our usual more traditional approach. The overall cost of this initiative was approximately 35% less expensive than a normal recruitment of an employee within this field.
100 servers where reached during the campaign and each server had 2x12 players. Delivering 1,200 impressions during the campaign period.
It was not possible to establish a direct click through within Team Fortress 2.
The campaign delivered 53 applications.