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Cyrill (84) Needs a Job

Cyrill (84) Needs a Job | De Tijd | I Do
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basics
Industry: Media & Publishing
Media:Direct Market
Market:Belgium
Style: Minimalism
descriptioncnen
Description / Synopsis


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.

Context


The weekend edition with the pension brochure saw a 24% increase in sales compared to average sales. Some HR managers forwarded Cyriel‘s 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.

Philosophy/Solution


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".

Results


2800 brochures were sold, which implicates a 24% higher sales result for De TIJD than on a normal day.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Other credit:Account Director Ivo Van Der Pas
Account Executive Lars Engels
awards
Cannes Lions International Festival of Creativity 2006
Grand Prix
Publications & Media
Eurobest - The European Advertising Festival 2006
Silver
Publications & Media
IMC - Integrated Marketing Communications European Awards 2006
Gold
The Media
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