De Tijd - "Cyrill (84) Needs a Job"

I Do Bruxelles, Belgium

Премии

5475

Бренд: De Tijd
Страна: Belgium

Рекламодатель: De Tijd

Заголовок	Cyrill (84) Needs a Job
Агентство	I Do
Кампания	Cyriel (84) Needs a Job - De Tijd
Рекламодатель	De Tijd
Бренд	De Tijd
Posted	Июнь 2006
Продукт	Business Newspaper
Бизнес сектор	Газеты, журналы, книги
История	Summary De Tijd is a business newspaper that regularly publishes brochures on different topics in its weekend edition . One such brochure featured Belgian rules and regulations for pensions and retirement. It was targeted at HR Managers who are generally considered the most involved with pensions.
философия	HR Managers always publish their job offer in the newspaper. Every HRM who published such a job offer received a letter from Cyriel(84). In this letter, hand-written in old-fashioned language, Cyriel posted for the job. Message on the last page: "Save your employees from having to do like Cyriel: to look for a job when they retire. Offer your employees our brochure".
Проблема	The weekend edition with the pension brochure saw a 24% increase in sales compared to average sales. Some HR managers forwarded Cyriels application to colleagues with the note: This is really funny!, 2 HR managers went along with the joke and offered him a job, and 1 suggested he should apply as Pope since he was the right age. This original and creative idea was low cost at 2,000, highly effective with significant return over investment, and even generated a few laughs along the way.
Результат	2800 brochures were sold, which implicates a 24% higher sales result for De TIJD than on a normal day.
Тип медиа	Прямой маркетинг
Рынок	Belgium
Креативный директор	Johan Verest
Копирайтер	Johan Verest
Креативный директор	Laurent van Loon
Арт-директор	Laurent van Loon
Арт-директор	Adriaan van Looy
Копирайтер	Iwein Vandevyver
Арт-директор	Tom Jacobs
Директор рабочей группы клиента	Ivo Van Der Pas
Делопроизводитель	Lars Engels