Delta Generali Insurance Ado Promo, Case study BLUE ENVELOPE by McCann Erickson Belgrade

BLUE ENVELOPE

Pin to Collection
Add a note
Industry Recruiting
Media Promo & PR, Case study
Market Serbia
Agency McCann Erickson Belgrade
Creative Director Jana Savic Rastovac, Vladimir Cosic
Copywriter Bojan Babic
Released August 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: DELTA GENERALI INSURANCE ADO
Product/Service: RECRUITMENT
Agency: McCANN ERICKSON BELGRADE
Date of First Appearance: Aug 19 2010
Entrant Company: McCANN ERICKSON BELGRADE, Belgrade, SERBIA
Senior Art Director: Marko Prokic (McCann Erickson Belgrade)
Creative Director: Jana Savic Rastovac (McCann Erickson Belgrade)
Creative Director: Vladimir Cosic (McCann Erickson Belgrade)
Copywriter: Bojan Babic (McCann Erickson Belgrade)
Consultant: Yaniv Mlinarski
Media placement: Direct Mail - Post - 19.08.2010.

Insights, Strategy & the Idea
Our client Delta Generali insurance company had a very specific problem. As a result of recessions and economic crisis, they had around 1500 candidates for an important position of financial manager; extremely long list of candidates that needed to be narrowed.
Desired qualities for perfect candidate: honesty, loyalty, legalism and respect for the law.
In Serbia, blue envelope had “notorious” connotation for years. In those kinds of envelopes, one would receive only court or military invitations: during the wartime in the early 90’s, even requests to join the army.
Even today, only the most honest and loyal citizens accept it without hesitation.

Creative Execution
As those governmental envelopes became naturally a kind of a loyalty and honesty test, we used them to find loyal financial manager for our client. We sent all the candidates’ invitation letters for the interviews in those. We knew that with the act of acceptance, candidate would show desired qualities: honesty, legalism and loyalty.

Results and Effectiveness
Only seven candidates showed up for the interview, the most suitable seven.

As it was posted on countless number of web pages and shared on Facebook, this simple case became piece of advertising itself, raising the awareness and positive image about the client.