Source code monkeys

Agency Network: 
Published/Aired: 
July 2010
Y&R:  Source code monkeys
Y&R Digital Ad -  Source code monkeys

Description

The brief: Find a new digital programmer for our Agency without going over mountains of irrelevant CVs. We wanted to make sure we reached our target audience – programmers.

The insight: We decided to speak to programmers in the language they understand best – programming and source codes, and in a place only they visit – site source code pages.

The solution: We placed ASCII coded "wanted" ads on site source codes. This way we filtered irrelevant audiences. Programmers who were alert and paid attention to the details found our ads and contact e-mail and sent us their CVs.

Digital advertisement created by Y&R, Israel for Y&R, within the category: Agency Self-Promo.

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Officer: Gideon Amichay

Executive Interactive Director: Guy Poreh

Creative Directors: Roy Cohen, Sagi Blumberg
Interactive Studio Manager: Lena Feldman
Designers: Nadav Hauptman, Roee Malul
Project Manager: Amichay Katan
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Draper's picture

Nice!

Draper
Activity Score 179
Creative Director
Guest's picture

cool

Guest
keithstoeckeler's picture

Very clever. Directly at the target.

keithstoeckeler
Activity Score 423
Anonymous Author's picture

Ahead of the pack. These monkeys will soon be human.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

AdsofChina's picture

A fantastic example of the importance / power of using insight to make an effective campaign.

Never underestimate what proper research and insight can give you.

AdsofChina
Activity Score 99
Marketing Manager at 23red |

Ads of China // 中国广告
http://adsofchina.wordpress.com

Guest's picture

guys guys guys

this won't work. do you know any programmers who "view source" of a web page without a reason?

to "view source" there must be reason. and there is not. therefore target audience won't see this. only few ( 2 maybe 3-4) will see and that will be by change. not that they are "detail oriented"

Guest
fabgeekling's picture

HELLO it says to view the source for the job ad.

fabgeekling
Activity Score 22
Guest's picture

Yeah if the page says Classified ad in source code.they can read, right?

Guest
Guest's picture

Excellent!

Guest
rdsomani's picture

quite interesting...i liked the concept.....

rdsomani
Activity Score 14
Graphic Visualiser, Ahmedabad |

R.D.Somani

TommyO's picture

Very direct, very good.

TommyO
Activity Score 1802
Copywriter |

That's me!
http://resiseymilim.wordpress.com

rajesh_keyaar's picture

good

rajesh_keyaar
Activity Score 234
fabgeekling's picture

I love this! Clever, direct... programmers will get a kick out of it.

fabgeekling
Activity Score 22
Guest's picture

great!

Guest
MissCopywriter's picture

very clever :)

MissCopywriter
Activity Score 166
Copywriter at Leo Burnett & ARC Bangkok
N17's picture

very good work by Shalmor-Y&R

N17
Activity Score 459
Creative Director
dollypoppin's picture

Really smart!

dollypoppin
Activity Score 1385
Copywriter at Conceptboard Advertising |

---------
"Nihil sub sole novum"

Guest's picture

This is an age old idea - Candidates who were applying for Radio Marine Officers jobs were sent calls in morse code. Only those who understood rose and went for the interview inside. The rest of them were misfits anyways. Good adaptation.
BTW no one reads ASCII any more.
Navin

Guest
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