Cellcom – P.R. man

Navigation: « Direct Insurance – Desktop :: Yellow Pages – The Psychic » Category: Cyber Agency: McCann Digital Released: 2008
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Our mission: Recruiting new call center employees for Cellcom, Israel’s biggest mobile operator.

The problem: There seems to be no differentiation between communication companies as employers (Our target audience looks at all call centers the same way).

The solution: Breakthrough personalization, assuring the target audience they’re CV’s are personally read and delivered to Cellcom’s HR division. 2 very special presenters were recruited for this campaign: Cellcom’s CEO (Mr. Amos Shapira) and Israel’s leading and extremely known P.R. man (Mr. Rani Rahav). In the campaign Mr. Rahav asked job seekers to upload their CV’s to a special website. After uploading them, an innovative technological interface we built scanned for certain words in the CV and created a special personalized video in which Mr. Rahav called Cellcom’s CEO and raved about the candidate according to their real skills. At the end of the video the CEO himself received the scanned CV and promised to transfer them to HR.

The results were outstanding: More than 20,000 CV’s were sent within a week, and huge media coverage ensued for the unique campaign – in newspapers, web sites, blogs and even TV shows.

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