| 标题 | Cyrill (84) Needs a Job |
| 广告公司 | I Do |
| 广告战役 | Cyriel (84) Needs a Job - De Tijd |
| 广告主 | De Tijd |
| 品牌 | De Tijd |
| Posted | 6月 2006 |
| 产品 | Business Newspaper |
| 行业领域 | 报纸、杂志、书籍 |
| 剧情简介 | 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. |
| 哲学 | 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". |
| 问题 | 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. |
| 结果 | 2800 brochures were sold, which implicates a 24% higher sales result for De TIJD than on a normal day. |
| 媒体类别 | Direct Marketing |
| 市场 | 比利时 |
| 创意总监 | Johan Verest |
| 文案 | Johan Verest |
| 创意总监 | Laurent van Loon |
| 美术指导 | Laurent van Loon |
| 美术指导 | Adriaan van Looy |
| 文案 | Iwein Vandevyver |
| 美术指导 | Tom Jacobs |
| 客户总监 | Ivo Van Der Pas |
| 客户主管 | Lars Engels |