Нестандартная реклама "The crying invoice", рекламодатель: USG People, агентство: Duval Guillaume

Название: The crying invoice
Агентство: Duval Guillaume
Рекламодатель: USG People
Страна: Бельгия
Сектор бизнеса: Консалтинговые услуги, маркетинг
Год выхода: 2011
Вид рекламы: Нестандартная реклама

 Describe the brief from the client: USG People is one of the world`s biggest outsourcing companies, and in Belgium they`ve recently launched the website. A new portal for freelancers in search of new projects. Our mission was to build awareness among freelancers and get 5.000 of them to sign up on the website.

Creative Execution: By simply sticking the crying chip to their reminder invoices, any freelancer can remind a finance department that they`re late with their payment. With a little smile. The way freelancers could get those crying chips for free was signing up to the new portal website.

Describe the creative solution to the brief/objective. We learned that one of a freelancer`s biggest headaches is getting their money on time. Which they usually don`t because in Belgium 1 in 3 invoices are paid late. Our idea: the crying invoice. A specially designed chip that freelancers can stick to their reminders invoice and that reacts to light. 20 seconds after the finance department opens the envelope, their reminder invoice will start to cry. Dramatically. Every freelancer who signed up to the website received a package with sticking crying chips. The crying invoice was released with nothing more than a press release.

Describe the results in as much detail as possible. With nothing more than a press release the crying invoice got press coverage in all major newspaper and tv stations, massive attention in blogosphere, and most important: the objective of 5.000 freelancers signing up to the website was achieved in just 2 days.

Награды:

• Cannes Lions, 2011 (3 место) Direct Lions (Business Products & Services)

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