Emplea Promo EMPLOY YOUR TIME WISELY by McCann Madrid

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Industry Recruiting
Media Promo & PR
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: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: EMPLEA
Product/Service: JOB FINDER
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)
Programmer: Fernando Garcia/Diego Garcia (McCann Erickson)
Media placement: Outdoor - Mall - 1 April 2011

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
We chose a place where local employees go for lunch – a shopping centre in a business park – to set up booths with a special message.
An 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.

Explain why the method of promotion was most relevant to the product or service.
It works from memorability, by breaking down the barriers in its category, with their messages based on logic not motivation.
It selects the medium based on a consumer insights, which go beyond the data we have on outdoor media. It combines outdoor media with Internet, specifically the geolocalisation sites, magnifying the message exponentially in a way that has never been done before. It reaches the target in a moment of maximum receptiveness, offering an immediate solution to a problem, in an amusing, friendly fashion via a medium that other competitors are not using.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.