ROYAL DUTCH ARMY SOURCEVERTISING by MAXIMUM, Publicis Amsterdam for Royal Dutch Army

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ROYAL DUTCH ARMY SOURCEVERTISING

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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 Billy Witbraad
Copywriter Vanessa Burgmans, Edwin Leijen
Released August 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: ROYAL DUTCH ARMY
Product/Service: ARMY RECRUITMENT
Agency: PUBLICIS
Agency: MAXIMUM
Date of First Appearance: Aug 5 2010
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Entry URL: http://www.onzearchiefkast.nl/sourcevertising
Creative Director: Marcel Hartog (Publicis)
Creative Director: Jeroen van Zwam (Publicis)
Art Director: Billy Witbraad (Publicis)
Copywriter: Vanessa Burgmans (Publicis)
Copywriter: Edwin Leijen (Publicis)
Account Director: Michiel Dammen (Publicis)
Media placement: Internet - www.werkenbijdelandmacht.nl - 05-08-2010

Insights, Strategy & the Idea
The Royal Dutch Army had a few vacancies open for IT specialists.

We decided to appeal to true IT-wizards by hiding a message in a location where only they ever look.
The sourcecode of a site.

Creative Execution
Hidden in the sourcecode of workingforthedutcharmy.nl, we placed this announcement:

Results and Effectiveness
This selective and free source-vertising filtered out exactly the type of people the Dutch Army was looking for, and was therefore 100% effective.