EMPLOY YOUR TIME WISELY by McCann Madrid for Empleate

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EMPLOY YOUR TIME WISELY

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Industry Recruiting
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Executive Creative Director Santiago Lucero, Leandro Raposo, Pablo Stricker, Pablo Colonnese
Creative Director Ricard Figueras, Monica Moro
Art Director Roberto Ruiz
Copywriter Juan Manuel Corbalan
Released April 2011

Credits & Description

Category: Business Products & Services
Advertiser: EMPLEA
Product/Service: RECRUITMENT WEBSITE
Agency: McCANN ERICKSON
Date of First Appearance: Apr 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/kazukamaps
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)
Creative Director: Monica Moro (McCann Erickson)
Copywriter: Juan Manuel Corbalan (McCann Erickson)
Art Director: Roberto Ruiz (McCann Erickson)
Account Manager: Eduardo Hernandez (McCann Erickson)
Technical Director: Enrique Moreno (McCann Erickson)
Programmers: Diego Garcia/Fernando Garcia (McCann Erickson)
Media placement: Outdoor - Mall - 1 April 2011

Insights, Strategy & the Idea
To recruit dissatisfied employees who are curious about new things and get them to go to a website that can find them a way out.

Creative Execution
We chose a place where local employees go for lunch – a shopping centre in an business park – to set up booths with a special message.
A URL or web address so long that only someone who places little value on his time would bother to write it down.

An address they also had to rewrite when they got back to their desks after lunch to see what it was about.

Results and Effectiveness
During the time that the booths were in place, the number of visits to the website increased by 38%. The number of on-line registrations increased by 22%... and climbing.