Brief Explanation

iquit.sg was a recruitment campaign with a difference. Although our key objective was to fill vacant roles, this was an opportunity to show the industry our unique personality, our unique ideas. So the idea of providing fellow advertisers with a website full of pre-written resignation letters became a fresh, relevant and cheeky way of telling the industry that we're hiring. We knew it would ruffle a few feathers, but love it or hate it, iquit.sg was impossible to ignore. It got the industry talking about us. The banners and links within the site gave people a direct way of contacting us, as they automatically directed users to our email address.

The Brief

We were looking for a cost effective way to recruit fresh talent to fill various positions within the agency. And with a mixed response to traditional recruitment campaigns via consultants or jobs ads, the agency felt it was time for a new approach.

How the final design was conceived

We didn't want iquit.sg to be too serious. So the design was intentionally lo-fi, harking back to a basic but glorious HTML era. Everything about it was lo-fi - the banners, the links, the social network buttons. But the site was fully functional. Users could select their choice of resignation letter, personalise it with their name, their bosses' name and print it off. Furthermore, we placed each letter on agency headed paper and crafted the copy around cheeky insider jokes.

Indication of how successful the outcome was in the market

The site generated over 15,000 views in just two days, solely from word of mouth and press reports. Users spent an average of 2 minutes on the site. We received over 100 CVs and filled our vacant positions within two weeks.