Title | IKEA CAREER INSTRUCTIONS |
Brand | IKEA |
Product / Service | IKEA RECRUITMENT |
Category | A05. Alternative Media |
Entrant | THE MONKEYS Sydney, AUSTRALIA |
Entrant Company: | THE MONKEYS Sydney, AUSTRALIA |
DM/Advertising Agency: | THE MONKEYS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Justin Drape | Three Drunk Monkeys | Executive Creative Director |
Scott Nowell | Three Drunk Monkeys | Executive Creative Director |
Justin Drape | Thee Drunk Monkeys | Creative Director |
Scott Dettick | Three Drunk Monkeys | Art Director |
Jasun Vare | Three Drunk Monkeys | Copywriter |
Carolyn Contois | Three Drunk Monkeys | Group Account Director |
Ted Bergeron | Three Drunk Monkeys | Account Manager |
Astrid Jones | Three Drunk Monkeys | Account Director |
Tom Harrison | Three Drunk Monkeys | Print Producer |
IKEA was building a new Sydney store, the largest in the Southern Hemisphere. Thousands of applications were sought to fill job openings within this new super store. The most important criteria for assessing potential candidates was ‘cultural fit’, hence we decided to target people who we knew loved home decorating – our existing customers.
The campaign spoke directly to those who love the brand - active IKEA customers. Leveraging the iconic flat packs, it tapped into the unique ‘hands on’ relationship customers have with IKEA products.
Career instructions were printed and placed inside the famous IKEA flat packs. Customers literally delivered the DM to themselves. They could then also share it with friends and family. The campaign objective was to solicit a total of 1148 quality applications to fill 287 job openings.
• $0 media spend • Minimal production • Thousands of responses • 100% job of openings filled • 287 careers assembled • New media channel created