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Industry Recruiting
Media Promo & PR, Case study
Market Austria
Agency PKP BBDO Vienna
Creative Director Erich Enzenberger
Art Director Florian Kozak
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PKP BBDO
Product/Service: RECRUITMENT
Agency: PKP BBDO
Date of First Appearance: May 15 2010
Entrant Company: PKP BBDO, Vienna, AUSTRIA
Creative Director: Erich Enzenberger (PKP BBDO)
Art Director: Florian Kozak (PKP BBDO)
Digital Concept: Sebastian Schöndorfer (PKP BBDO)
Media placement: Ambient - Vienna Advertising Academy - 15. May 2010

Insights, Strategy & the Idea
The company PKP BBDO is looking for an ambitious Junior Graphic Designer whose skills are exhibited in print and digital media.
Our targets where the young and aspiring creative students at the Vienna Advertising Academy.

The QR-Test:
To test the future graphic designers skills on digital media, we encrypted our message using a QR-Code. The abbreviation QR stands for Quick Response. By using a so-called QR reader apps on a smart phones, these 2D-codes can be decrypted revealing text and even links.

In a world of constant visual stimuli, the goal of a graphic designer is to not only use paper and print to get our message across, but to understand and allow for different mediums to help land potential employers.

Creative Execution
After ciphering our message, we attached our code onto 500 pieces of copy-paper.

During an unobserved moment at the Vienna Advertising Academy, we switched the students printer’s paper with our manipulated sheets. When the students printed their layouts they found them sitting in the printers collection tray as they normally would. After taking a closer look they immediately noticed our QR-code. Those who were familiar with digital media instantly knew what to do. They scanned the code with their smartphones and decoded our message. The secret was disclosed "PKP BBDO is looking for junior graphic designers having an eye for the outstanding“.

Results and Effectiveness
Within two weeks PKP BBDO received 23 applications from students in the Vienna Advertising Academy via email. As a result, five of them got a practicum and one new valuable employee enriches the companies Graphic Department.