CAREER POSITIONING SYSTEM

TitleCAREER POSITIONING SYSTEM
ClientIKEA
Product / ServiceIKEA RECRUITMENT
CategoryA03. Best Use of Outdoor
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
Advertising Agency:THE MONKEYS Sydney, AUSTRALIA
Media Agency:MATCH MEDIA Surry Hills, AUSTRALIA

Results and Effectiveness

A total of 4285 applications were received, 450% above client objectives, resulting in 100% of openings filled (280 placements).

Creative Execution

A GPS-enabled mobile billboard drove around neighbouring suburbs and relayed Google Maps data to a display screen, constantly updating the time and walking distance to the new store. Through this single execution, each potential candidate was given a highly personalized, compelling motivation to consider a career at IKEA.

Insights, Strategy and the Idea

In 2011 IKEA will open a new store in Springvale, Australia. Thousands of applications were sought to fill job openings within the new super store. With a limited budget, we decided to use localized outdoor to focus on the benefit of living so close to work.

Credits

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