| Title | FINE PRINT RECRUITING |
| Brand | DEFENCE FORCE RECRUITING |
| Product / Service | ARMY |
| Category | A07. Use of Digital in a Media Campaign |
| Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Advertising Agency | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | GPYR | Chief Creative Officer |
| Ben Coulson | GPYR | Executive Creative Director |
| Evan Roberts | GPYR | Creative Director |
| Joe Sibley | GPYR | Art Director |
| Psembi Kinstan | GPYR | Copywriter |
| Kirsten Craven | GPYR | Senior Accoint Director |
| Claire Minns | GPYR | Account Manager |
| Lexi Alston | GPYR | Account Executive |
| Tom Marley | GPYR | Editor |
In over 130 different executions, across 8 media (including TV, online video, banners, eDMs, print and outdoor) we added our little message into the legal disclaimer. In online and eDMs our tiny link received an average click-through of 7%, higher than many of the ads themselves. Hundreds found the message and applied on the website, within weeks all the roles were filled.
In over 130 different executions, across 8 media, we added our little message into the legal disclaimer.
Conceal a message where only the most detail-obsessed would look; in the legal fine-print. We hijacked the disclaimers on recruitment ads for over 100 different roles, inserting a job ad for admin clerks. This turned the ads for the other 100 jobs, into an ad for the hardest job. The ads were hidden in disclaimers everywhere, from TV ads, to the bottom of eDMs, print and even billboards.