WONDER RECRUITING by Dentsu Inc. Tokyo for Dentsu

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WONDER RECRUITING

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Industry Recruiting
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released August 2012

Credits & Description

Category: Corporate Communication
Advertiser: DENTSU
Product/Service: RECRUITMENT BOOK
Planner: Dentsu Recruiting Team (Dentsu)
Media placement: Brochure - Twitter.SNS - 20 December 2010-
Media placement: Events - Twitter.SNS - 29 October 2010-
Media placement: Web - Nikkei Human Resources - 22 March 2011
Media placement: Popularity ranking - The Nikkei - 21 February 2011
Media placement: Popularity ranking - The Nikkei Business Publications - 31 January 2011
Media placement: Popularity ranking - Diamond magazine - 22 January 2011
Media placement: Popularity ranking - Toyokeizai magazine - 15 January 2011
Media placement: Popularity ranking - Sunday Mainichi magazine - 13 February 2011
Media placement: Interview - The SANKEI EXPRESS - 26 October 2010
Media placement: Interview - Mass communications book - 1 October 2010

Summary of the Campaign
While popularity of the overall advertising industry is dropping, Dentsu’s recruiting activities achieved great success in the number of entries and all of major popularity rankings among job-seekers. The word 'Advertising' disappeared from the Cannes Festival. Today, ideas are required in advertising companies. Therefore, we applied WONDER ideas in Dentsu's recruiting activities. We executed "WONDER RECRUITING." A campaign in response to the challenge "to appropriately communicate attractiveness of advertising through recruiting communication." It is an integrated campaign including a brochure, events, hand written direct mails, and web.

The Situation
Popularity of the advertising industry has dropped since Lehman’s fall. Also, there was a need to properly communicate that it is a field to bring out one’s "creativity", instead of the conventional "ad" image that students have had for a long time.

The Goal
There are two pieces of criteria:
1) Increase in numbers of requests for application documents and entries for Dentsu compared to last year.
2) Dentsu’s rank increase in popular company rankings among job-seekers conducted by career support companies. Those two were set as goals.

The Strategy
All of about 15,000 companies recruiting new graduates were directly appealing their attractiveness. In order to stand out to gain attention from talented students, it was important to create a buzz among them. For this reason, we provided a devise "Wonder" in contact points with a wide variety of students. The campaign was designed in a way to spread word of mouth through social networks etc.

Execution
Christmas gifts to students to be handed in person. We focused on mailboxes and produced a box of big brochures that cannot fit in a mailbox. It expressed "Wonder" that a deliverer hands a brochure to a student in person. During events, a real-time questionnaire system utilizing mobile phones was executed for shy Japanese people to feel comfortable speaking up. We executed more "WONDER" projects including web and Twitter, and direct mails never done before.

Documented Results
Gained 126% increase in number of entries compared to last year. Number of applicants requesting the application documents was the greatest in the past 10 years. In addition, in major popularity rankings of companies job-seekers want to join, only Dentsu achieved an increase in its rank while the popularity of the industry as a whole is dropping. Dentsu even ranked in top 10 in some of the rankings.