SOURCE CODE by GPY&R Melbourne for Australian Defence Force

SOURCE CODE

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Art Director Paul Meates
Copywriter Evan Roberts
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: DEFENCE FORCE RECRUITING
Product/Service: AIR FORCE
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (GPY&R)
Art Director: Paul Meates (GPY&R)
Copywriter: Evan Roberts (GPY&R)
Digital Art Director: Stephen Joss (GPY&R)
Digital Director: Alec Tarshis (GPY&R)
Account Director: Julian Bell (GPY&R)
Account Manager: Joanne Yoon (GPY&R)
Account Manager: Chloe Morshead (GPY&R)
Media placement: Banner Ad - Http://www.itnews.com.au/ - 15 April 2010

Results and Effectiveness
At the time of entering the banner was not yet in market.

Creative Execution
In a world first media placement, we hid our ad where only our target market could find it - in the source code of a webpage. If you know computers, you know how to reveal the source code of a webpage. And that is where I.T. professionals found the rest of our ad. Hidden In the very make-up of the website.

Insights, Strategy & the Idea
We were asked to create a banner ad advertising I.T jobs in the Air Force. With the target audience being such a small group - I.T experts - it was agreed that we should create something very pointed. Something that the majority of people might miss altogether. We knew we had to attract geeks. And we knew that geeks like computer codes and language. Knowing secret codes rewards them for being geeks. It also meant that the Air Force would get the people with the skills required to do the job.