Why is this work relevant for Media?

The way we pick the media to communicates our message is the classic example of how a good advertisement placement should be. It’s all about how the work is in the right place, at the right time, exposed and connect to the right audience, getting the expected response and being creative in the process. The medium itself is not only acting as a placement, but it is the crucial and integral part of the idea. It is not wrong even to say that the core of the idea is the medium. The medium and the idea is inseparable.

Background

THE CHALLENGE: In October 2019, OVO, as the fastest-growing fintech company in Indonesia were looking for Art Directors, Copywriters, and Graphic Designers to fulfil our ambition to start our creative team. We posted the vacancy ads in various job portal and asked for friends referral. But the result was not good. Are we looking at the wrong medium? Maybe. Is working as an internal creative deemed seen as not as creative or exciting as working at the agency? Can be. We don't know for sure but what we do know is that we need to fill our empty inbox with CV from Indonesia’s creative talents. We need to make them expose to our vacancy ads and preferably creative enough to make them aware and hopefully act on it.

Describe the creative idea / insights (30% of vote)

THE OPPORTUNITY and INSIGHT CITRA PARIWARA 2019 is coming in November 2019! Fact 1: It’s the biggest annual advertising festival in Indonesia where all Creative People gathers to show off their creativity, networking and (ahem!) hunting for a new work opportunity. Fact 2: Safely to say it's the event or should we say media with the biggest impression and reach in Indonesia's creative industry. Fact 3: And we know that at the event there will be an exhibition where all the work submissions will be displayed and all creative people will visit the exhibition to see all the creative award entries. Given those facts and opportunities, the question that came up was what if we can creatively utilise Citra Pariwara 2019 as our advertisement medium? THE IDEA CITRA PARIWARA VACANCY ADS. HIJACKING CITRA PARIWARA 2019 AS OVO'S JOB PORTAL.

Describe the strategy (20% of vote)

The target audience is all the creative people that attend the Citra Pariwara 2019 and we know that at the event there will be an exhibition where all the work submissions will be displayed ad all creative people will visit the exhibition to see all the works. All we need to do is to submit our vacancy ads and voila, we have the perfect placement with great reach and big impression for our vacancy ads.

Describe the execution (20% of vote)

We created 6 vacancy ad posters to be submitted to Citra Pariwara 2019 with teasing headlines and cheeky topics ranging from “This poster is not for the judges” to “You don’t need client’s approval to submit work to award because you are the client". We know that 99% of the works will be super polished and we don't want the creative people missed our vacancy posters because they think it's just another ads, so we deliberately make the visual unpolished and rough to make them stand out from other polished ads submission. To cover more exposure at the exhibition, we entered the works in 2 categories, so it will be placed in 2 different areas of the exhibition. TIMELINE 27-30 November 2019

List the results (30% of vote)

40 emails in our inbox 8x more than usual 9 interviews but unfortunately no one is a match.