#QUESTION. TWITTERCASE by MAXIMUM, Publicis Amsterdam for Royal Dutch Army

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#QUESTION. TWITTERCASE

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Netherlands
Agency MAXIMUM
Agency Publicis Amsterdam
Creative Director Marcel Hartog, Jeroen Van Zwam
Art Director Boudewijn Pompe
Copywriter Lynsey Schouten
Editor Francisco Rodriguez Bouzas
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ROYAL DUTCH ARMY
Product/Service: RECRUITMENT
Agency: PUBLICIS
Agency: MAXIMUM
Date of First Appearance: Dec 14 2010
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Entry URL: http://www.onzearchiefkast.nl/question
Creative Director: Marcel Hartog (Publicis)
Creative Director: Jeroen van Zwam (Publicis)
Art Director: Boudewijn Pompe (Publicis)
Copywriter: Lynsey Schouten (Publicis)
Editor: Francisco Rodriguez (Publicis)
Media placement: Internet - Twitter - 10 - 12 - 2010

Insights, Strategy & the Idea
The Royal Dutch Army has only a few job openings this year, listed on www.workingatthedutcharmy.nl. But how to get the right, qualified candidates to visit this website with a limited budget?

The ‘qualified/not qualified’ theme of the Dutch army-campaign is extremely well known in the Netherlands and is perfectly suited for asking questions. On Twitter there’s even a designated hash tag for asking questions: #question. Big advantage: you’ll get many answers because people like to help each other. And, very importantly, you don’t need any followers because many Twitterers already follow #question.

Creative Execution
First we opened a Twitter account for Stephan van der Wal, Recruitment Communications Consultant at the Royal Dutch Army.
He asked all kinds of profound questions relating to the specific job positions using the ‘question’ hash tag. And then all we had to do was wait for responses.
If the answer given was incorrect, the person answering the question was NOT QUALIFIED for the job, but could sign up for the Royal Dutch Army career opportunities newsletter.
If the answer given was correct, the person answering the question was QUALIFIED for the job and could click directly to the vacancy on jointhedutcharmy.nl.

Results and Effectiveness
After a few days of twittering we found 4 qualified candidates for the specific Dutch army jobs of welder, mechanic and electrician.

Conclusion: we applied a smart media strategy for the existing campaign in a relevant way, to find qualified candidates for the Dutch Army for free!