TROJAN RECRUITING by Jung Von Matt/Neckar Stuttgart for Jung von Matt

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TROJAN RECRUITING

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Industry Recruiting
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Neckar Stuttgart
Creative Director Philipp Barth, Holger Oehrlich
Art Director Matthias Grotter
Copywriter Gert Schilling, Holger Diesinger
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: JUNG VON MATT
Product/Service: JOBS AT JUNG VON MATT
Agency: JUNG von MATT
Date of First Appearance: Oct 11 2010
Entrant Company: JUNG von MATT, Stuttgart, GERMANY
Creative Director: Philipp Barth (Jung von Matt)
Creative Director: Holger Oehrlich (Jung von Matt)
Art Director: Matthias Grotter (Jung von Matt)
Graphic Design: Matthias Grotter (Jung von Matt)
Graphic Design: Robert Jedam (Jung von Matt)
Idea: Matthias Grotter (Jung von Matt)
Copywriter: Gert Schilling (Jung von Matt)
Copywriter: Holger Diesinger (Jung von Matt)
Media placement: Ads In Photographers' Portfolios (Different Examples Submitted) - Creative Agencies In Germany. E.g. Ddb, Scholz Und Friends, Kolle Rebbe, Heimat, - October 11, 2010

Insights, Strategy & the Idea
Jung von Matt was looking for art directors. The challenge was to find them in the big creative agencies.
The target group: art directors in the German speaking area. They know Jung von Matt as one of the leading creative agencies.
We did not want to approach our target audience in the usual way – by using ordinary job ads in the press. Instead, we reached them more precisely. And in a more creative way.
We used something that has never been used as a medium before: portfolios of well-known photographers. The photographers presented their portfolios in the usual way to art directors at the big agencies. In doing so, they smuggled our message into the creative departments, directly to the target group – as Trojan horses.

Creative Execution
We created a visual in a visual: small job ads were integrated into the photographs.
They appeared to be part of the picture – as a graffiti on a wall, a poster or a tattoo.

Results and Effectiveness
An increase in applications of about 95% compared to the previous year.