Media > Channels

THE TROJAN BEER

GOOD MORNING, Oslo / GOOD MORNING / 2018

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Overview

Credits

OVERVIEW

CampaignDescription

A few days before Christmas we delivered «The Trojan Beer» to Norways leading agencies: A crate of specially designed beers camouflaged as a friendly Christmas gift. But after a day in the fridge, temperature sensitive ink made the label turn into a job ad.

Execution

12 of Norways leading agencies got personally delivered beer 19th of December.

We delivered 25 crates with 300 beer.

9th of January the story of our hidden job ads got out and we got PR that gave us even more attraction to our career site.

Outcome

Visits to our career site increased with 900%

More than 50 qualified applications for the 4 available jobs.

4 contracts signed within a month.

Relevancy

Recruitment has been done with traditional job ads for years.

But to reach the talented people we were looking for we had to change the channel and come up with a non-traditional media. So we used labels with temperature sensitive ink to tell our competitors that we are recruiting from inside their own fridges.

Strategy

We knew that Norways most talented developers, creatives and digital marketeers was not looking at a regular job ad. They are more than happy where they are.

But what we did know is that these people work late nights, and like to enjoy a beer while doing so.

So with this idea we got the job ad directly into the target audience hands.

The hidden message said "Good morning needs talented people" with a link to our career site.

Synopsis

For a small agency of only 12 people it can be hard to attract the right talent. The best developers, creatives and digital marketeers is almost impossible too reach with job ads, as most of them are perfectly happy where they are.

So to get their attention, we needed to go below the radar.

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