Loyalty test envelope
In Serbia, specific blue envelopes have been used as court or military invitations for years; during the wartime in early 90’s even as requests to join the army. As those governmental envelopes need to be handed personally and signed by the person who receives it, many people avoided it by all means. Over the years, blue envelopes naturally became a “test” of honesty, loyalty, legalism and respect for the law.
As we knew these facts, we used it to solve very specific problem of our client Delta Generali: They needed to narrow extremely long list of candidates for a financial manager in their company. We sent the interview invitations inside those envelopes to all the candidates, knowing that only the most loyal and honest candidates will accept it and show up for the interview.
This professional campaign titled 'Loyalty test envelope' was published in Serbia in August, 2010. It was created for the brand: Delta Generali, by ad agency: McCann. This Direct medium campaign is related to the Finance industry and contains 1 media asset. It was submitted over 12 years ago.
Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Director: Marko Prokic
Creative coaching: Yaniv Mlinarski