| Title | BLUE SCREEN OF DEATH |
| Brand | TRADE ME JOBS |
| Product / Service | RECRUITMENT |
| Category | A01. Use of Screens |
| Entrant | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | J. WALTER THOMPSON NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Cleve Cameron | J. Walter Thompson, New Zealand | Executive Creative Director |
| Sam Dickson | J.Walter Thompson New Zealand | Creative |
| Glenn Chapman | J.Walter Thompson New Zealand | Designer |
| Yvette Rummings | J.Walter Thompson New Zealand | Senior Account Director |
| Thomas Mendey | J.Walter Thompson New Zealand | Account Executive |
| Natasha Cochrane | J.Walter Thompson New Zealand | Media Planner |
| Daniel Van Wely | J.Walter Thompson New Zealand | Media Planner |
| Suzanne Bull | J.Walter Thompson New Zealand | Media Director |
| Glen Atkins | The Rig | Animator |
| Lisa Eversden | The Rig | Producer |
| Adam Iles | The Factory | Sound Design |
When IT goes wrong, it’s hard not to notice. Especially if you’re an IT person. So when Trade Me Jobs – one of New Zealand’s leading job boards - needed to attract more IT professionals to their site, we got their attention with an IT breakdown right in the palm of their hand.
Once the error had people’s attention, we pointed out that IT problems may be everywhere, but there is only one place to get a great IT job. And our IT breakdown got fingers tapping, with a CTR of 4.3% compared to an average 1.41% for comparable banners.* This result is even more impressive when you consider the frequency rate was capped at one. By speaking to our audience in their language, we made Trade Me Jobs the place that really gets what IT people need.
Cinema and TV programming was chosen based on what our audience consumed most - Sci-fi. OOH sites were selected in and around popular technology retailers, as well as screens inside public transport on key routes in close proximity to the IT centres in Auckland. By running our spot across a number of different digital screens concurrently, we gave the impression of widespread IT breakdown, as if Y2K had finally come true It was key for our content to appear natural within the existing behaviour of the media channels, to create the most effective disturbance when the screen flashed to blue.
Our primary audience were medium to upper income earning IT professionals, aged 25-39yrs, with a male skew. These individuals knew Trade Me as a brand, but were preferring to visit our main competitor for IT roles. To get our message directly in front of our target, provoke a reaction and bring our creative idea to life, we selected a variety of digital screens our audience engage with regularly.