Iwc Schaffhausen DM THE IWC RECRUITING PUZZLE IN 660 PIECES by Jung Von Matt/Alster Hamburg

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THE IWC RECRUITING PUZZLE IN 660 PIECES

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Industry Recruiting
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Daniel Frericks
Art Director Sebastian Schnell
Copywriter Tobias Feige
Designer Christopher Brinkmann
Account Supervisor Nils Frommann
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: IWC SCHAFFHAUSEN
Product/Service: WATCHMAKER RECRUITMENT
Agency: JUNG von MATT
Date of First Appearance: Jan 17 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Armin Jochum/Fabian Frese (Jung von Matt)
Creative Director: Daniel Frericks (Jung von Matt)
Art Director: Sebastian Schnell (Jung von Matt)
Copywriter: Tobias Feige (Jung von Matt)
Account Supervisor: Nils Frommann (Jung von Matt)
Account Manager: Maurice Moitroux (Jung von Matt)
Designer: Christopher Brinkmann (Jung von Matt)
Productioner: Philipp Wenhold (Jung von Matt)
Technical Support: Richard Romminger (Richard Romminger Edelstahltechnik)
Media placement: Give Away - Uhren- Und Schmuckmesse Genf - 17 January 2011

Describe the brief/objective of the direct campaign.
The profession as a watchmaker at "Haute Horlegerie" level requires a lot of precision, perfection and a steady hand. We wanted to address young talents and get them enthusiastic about starting their career at the IWC manufactures in Schaffhausen.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We gave an unique assembly kit to potential soon-to-be watchmakers:
A clockwork puzzle made of 660 tiny pieces.
This is equivalent to the number of pieces a "Grande Complication" is made of.
Only fully completed it reveals the contact address of the human resources management of IWC.

Explain why the creative execution was relevant to the product or service.
In a Watchmaker’s Nation like Switzerland qualified talents are in great demand, especially since this profession’s requirements are so high.
The watch making fair in Geneva seemed to be the perfect place to let IWC Schaffhausen stand out as a very special employer among other watch making companies. While recruiting print ads ran in parallel, here we took chance of speaking directly to young talents and let them experience what ‚love for details’ really means. In a playful way they could challenge themselves with this involving promotion tool, which also proves the innovativeness of a company with such great tradition.

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.
Direct talks at the tradeshow booth led to an increase of online applications up to 65% in the first two weeks after the watch making fair, which was a five times higher increase than we achieved with print only.
Besides that there were, until this day, six young watch making talents who surprised us with actually completing the whole clockwork puzzle and applying via the web address that was used for this promotion.