The Brief

Happiness Saigon wanted to promote the copywriting art by directly addressing to people FROM OUTSIDE the advertising industry. People who love writing that could potentially fill the gap of new job positions as copywriters. The campaign targeted people directly in their hearts, by giving aspiring writers the opportunity to actually help a jobless person. And by doing so, they increased their own chance for a career as copywriter in the advertising industry and more specific one real job position at an advertising agency (Happiness Saigon).

Creative Execution

We launched the website and the campaign on our FB-page. We exposed three prints at local partners (f.e. Work Saigon) to attract jobseekers. The campaign was also promoted through google platform and online banners for 1 week. We relied a lot on Word Of Mouth through our own network (Campaign Asia Pacific, Brands Vietnam, advertisers’ blogs, and advertising influencers). We eventually got a lot of free press attention through buzz which was so big, local general media titles and the trade press were reached. The overall message was for aspiring writers, that now anyone could help a jobless person by writing them a cover letter. The campaign was entirely based on copy. All executions highlighted the typical and funny mistakes in cover letters, challenging the audience to do better. This showed that the craftsmanship of copywriting is capable of much more than only selling commercial products and services.

Describe the creative solution to the brief/objective.

The target audience were unemployed or misplaced, talented and aspiring writers outside the advertising industry. Any Vietnamese that loves to write and who may never have heard of the profession of copywriter for advertising. By reaching out to these people, the campaign also became an introduction to the company Happiness and the advertising industry. It was also interesting for the aspiring copywriters to gain the experience and knowledge given in the masterclass and at the end of the race one full-time position at a growing Advertising firm.

Results

With only 10.000$ in media, we generated over 800.000$ back in earned media, due to popularity and WOM on social platforms. Almost 200 participants replied on the campaign and wrote 460 cover letters for 7 unemployed from whom 60% found a job. 20 finalists were selected for the Copywriting Masterclass hosted by advertising influencers from Saatchi & Saatchi, RMIT University, Vietnamworks, Asia Life etc. to get a taste of copywriting and the advertising industry. Happiness tried to help the structural problem of long-time unemployment by encouraging jobless people to be more active and showing the importance of a good cover letter. At the same time promoting and introducing the benevolence of copywriting in Vietnam. Eventually 1 winner was given a full-time job as copywriter at Happiness Saigon