LOREM RECRUITMENT by Jung Von Matt Germany for Jung von Matt

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LOREM RECRUITMENT

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt Germany
Creative Director Michael Ploj
Art Director Raphael Schils Jung Von Matt Ag
Copywriter Niklas Schachtebeck
Released January 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: JUNG VON MATT
Product/Service: JUNG VON MATT RECRUITMENT
Agency: JUNG von MATT
Chief Creative Officer: Fabian Frese (Jung von Matt)
Chief Creative Officer: Goetz Ulmer (Jung von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung von Matt)
Creative Director: Michael Ploj (Jung von Matt)
Art Director: Raphael Schils (Jung von Matt)
Copywriter: Niklas Schachtebeck (Jung von Matt)
Account Manager: Eileen Hacker (Jung von Matt)
Account Manager: Patrick Hammer (Jung von Matt)
Innovative Technology: (Nerdindustries)
Media placement: Online - Lorem Ipsum.com - 9th January 2012

Describe the objective of the promotion.
At Jung von Matt we did a self-promotion for our agency. We wanted to surprise creative talents with a creative job offer, which has never been done before. The target audience was everybody who uses the Lorem Ipsum dummy text. Although that group was big, the people were basically interesting for a job as art director or graphic designer.

Describe how the promotion developed from concept to implementation.
The idea was to program a code, that hides our job offer in the Lorem Ipsum dummy text provided online. We presented that code to the host of lipsum.com, the most frequently used dummy text generator world wide. He was happy to insert this code, since the foreseeable buzz in the social web would increase the traffic on his website. Whenever users copied the Lorem Ipsum text from lipsum.com, they also copied a hidden job advertisement from us. It first appeared, when pasting into their layouts. We also included a link to our homepage to track the outcome.

Explain why the method of promotion was most relevant to the product or service.
With the trojan horse in our company logo, we are recruiting new talents the trojan way too. For the first time ever, the clipboard was used for advertising. With embedding the code on lipsum.com, we exclusively reached graphic designers and art directors – the creatives we want to work for us. These people work and live online, thus spreading our idea in blogs and social media when they experienced the hidden job ad.

Describe the success of the promotion with both client and consumer including some quantifiable results.
250,000 users copied our job advertisement into their own layouts. Nearly 14,000 users clicked through to our website and looked at our work and application forms. But many more talked about it on the Internet. Also, the ad didn’t stay in the layouts, many of them were published and you get almost 10 million hits on Google when you search for our ad. Our Human Resources still gets in contact with potential employees via “Lorem Recruitment”.