STAPLER by Net#work BBDO Johannesburg for Webber Wentzel

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Industry Recruiting
Media Direct marketing
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mclennan
Creative Director Jenny Glover
Copywriter Cara Messias
Producer Tanja Rae
Account Supervisor Lynda Fiebiger
Released February 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: WEBBER WENTZEL ATTORNEYS
Product/Service: RECRUITMENT
Agency: NET#WORK BBDO
Date of First Appearance: Feb 14 2011
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Jenny Glover (Net#work BBDO)
Copywriter: Cara Messias (Net#work BBDO)
Producer: Tanja Rae (Net#work BBDO)
Sound Studio: FirstLeft (FirstLeft)
Sound Designer / Engineer: David Law (FirstLeft)
Account Supervisor: Lynda Fiebiger (Net#work BBDO)
Media placement: Radio x 3 - University Campus Radio Stations - 14 February 2011

Describe the brief/objective of the direct campaign.
Webber Wentzel Attorneys, an acclaimed 120-year-old law firm, asked us to create a recruitment campaign to attract the best and brightest graduating Law students to their firm. The target audience was drawn from new students in their final year of law. The strategy was to tell these students that if they apply to Webber Wentzel, they will get real opportunities. If they don’t, they will get a world of admin pain.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our goal was to get more of the best students to apply. To achieve this we tapped into a real insight or fear: Typically when doing legal articles, Law students are given menial tasks like photocopying, stapling and highlighting. Radio featuring self-proclaimed experts of office stationary, painted a vivid and tragic picture of what work might be like at other law firms. The radio also acted as a call to apply and directed students to a microsite where they could fill in an application to work at Webber Wentzel.

Explain why the creative execution was relevant to the product or service.
The radio campaign took a 120-year-old brand and made it cool and relevant to young law students. It tapped into a real insight – the fear of becoming an office gopher. In the process, it created a savvy image of the brand that aspiring young legal minds wanted to be a part of.

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.
In the end, as it turns out aspiring lawyers didn’t want to become sad office skivvies. Webber Wentzel Student applications went up by a massive 300%. The highest number ever recorded by our client. The campaign also spread proactively and was featured on various student websites and chat forums.