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.
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
cool
Ahead of the pack. These monkeys will soon be human.
Write a wise saying and your name will live forever – Anonymous.
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.
Ads of China // 中国广告
http://adsofchina.wordpress.com
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"
Excellent!
quite interesting...i liked the concept.....
R.D.Somani
Very direct, very good.
That's me!
http://resiseymilim.wordpress.com
I love this! Clever, direct... programmers will get a kick out of it.
great!
Really smart!
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"Nihil sub sole novum"
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.
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