RAPP Promo WANTED: EXECUTIVE ASSISTANT by Rapp Collins Amsterdam



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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market Netherlands
Agency Rapp Collins Amsterdam
Creative Director Robin Pas, Serge Van Wijngaarden
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: RAPP
Agency: RAPP
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: RAPP, Amstelveen, THE NETHERLANDS
Entry URL: http://ourentry.nl/ea/index.html#
Creative Director: Robin Pas (RAPP)
Creative Director: Serge van Wijngaarden (RAPP)
Account Manager: Pim Beekman (RAPP)
Project Manager: Nienke van de Maar (RAPP)
Media placement: Hyves - Hyves Page - 11 September 2009

Describe the objective of the promotion.
After his former Executive Assistant left to work for a charity fund, our MD had to look for a new EA. Our mission was clear: fulfil the vacancy. As we were in advertising, we looked for ways that would address potential candidates differently than the usual survey or job ad. This led us directly to the Internet, scouting for the right talent by setting up assignments. The main goal: get as many useful applicants as necessary to find the right person. Restrictions: don’t spend more than €500.

Describe how the promotion developed from concept to implementation
Hyves.nl is the Dutch version of Facebook and extremely popular, especially with young women – our main target group. We therefore opened up our own account and gathered as many interested connections as possible. We did this by sending out personal invitations, but we also used guerrilla (instore!) tactics and job ads on Hyves. After two weeks, we had 50 enthusiastic applicants and we started the ‘game’. Assignments were given and the participants with the best answers would get through to the next round – until there was just one candidate left. She got the job and received a €500 wardrobe treatment.

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

We learned a lot about the possibilities of social media. We made our agency stronger. We still use this small campaign as a showcase. We had hilarious and very enthusiastic reactions from the contestants. We’ve got five very useful résumés, we still keep them just in case. In figures: 50 applicants, of whom 47 were a good fit. After the first question 25 contestants were left. 13 after the second assignment. We ended up with 5 very good résumés. But most importantly, we found an Executive Assistant and she still works with us today.

Explain why the method of promotion was most relevant to the product or service
As an advertising agency, we always look for ways to stand out. If we have the chance to make something special out of a job offer, we go for it – this reflects our mindset, gives us the opportunity to try new ways of communication and shows the applicants what we’re really about: online and direct marketing. Furthermore, their Hyves profiles told us more about our candidates than regular letters would, so we knew whom we were talking to. And their responses to the assignments told us enough about their alertness, their writing skills and their organisational abilities.