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.

Execution: We sent the video to every advertising and copywriting school in the country, and uploaded it in every ad forum and ad blogs. This helped us reach nearly 95% of the relevant professional population, Israel’s advertising community.

Solution: The Creative Solution We decided to create a viral video that would generate a mouth-to-ear response. With the help of the children of our Executive Creative Director (these are his real children), we showed a humoristic perspective of their lives look like while dad is at the office. With it we delivered an emotional message: Help these miserable children – send me your CV’s.

Result: The Result A stunning effect: In just 3 days, more than 200 young copywriters sent their CV’s. The best one of them is currently working at the agency. The Children were saved…

Save the children - Click to enlarge