De Tijd - "Cyrill (84) Needs a Job"

I Do Bruxelles, Belgium

Awards

5473

Brand: De Tijd
Country: Belgium

Advertiser: De Tijd

Title	Cyrill (84) Needs a Job
Agency	I Do
Campaign	Cyriel (84) Needs a Job - De Tijd
Advertiser	De Tijd
Brand	De Tijd
Posted	June 2006
Product	Business Newspaper
Business Sector	Newspapers, Magazines, Books
Story	Summary De Tijd is a business newspaper that regularly publishes brochures on different topics in its weekend edition . One such brochure featured Belgian rules and regulations for pensions and retirement. It was targeted at HR Managers who are generally considered the most involved with pensions.
Philosophy	HR Managers always publish their job offer in the newspaper. Every HRM who published such a job offer received a letter from Cyriel(84). In this letter, hand-written in old-fashioned language, Cyriel posted for the job. Message on the last page: "Save your employees from having to do like Cyriel: to look for a job when they retire. Offer your employees our brochure".
Problem	The weekend edition with the pension brochure saw a 24% increase in sales compared to average sales. Some HR managers forwarded Cyriels application to colleagues with the note: This is really funny!, 2 HR managers went along with the joke and offered him a job, and 1 suggested he should apply as Pope since he was the right age. This original and creative idea was low cost at 2,000, highly effective with significant return over investment, and even generated a few laughs along the way.
Result	2800 brochures were sold, which implicates a 24% higher sales result for De TIJD than on a normal day.
Media Type	Direct Marketing
Market	Belgium
Creative Director	Johan Verest
Copywriter	Johan Verest
Creative Director	Laurent van Loon
Art Director	Laurent van Loon
Art Director	Adriaan van Looy
Copywriter	Iwein Vandevyver
Art Director	Tom Jacobs
Account Director	Ivo Van Der Pas
Account Executive	Lars Engels