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Source code monkeys

Agency: 
Published/Aired: 
July 2010
7216
Description: 

The brief: Find a new digital programmer for our Agency without going over mountains of irrelevant CVs. We wanted to make sure we reached our target audience – programmers.

The insight: We decided to speak to programmers in the language they understand best – programming and source codes, and in a place only they visit – site source code pages.

The solution: We placed ASCII coded "wanted" ads on site source codes. This way we filtered irrelevant audiences. Programmers who were alert and paid attention to the details found our ads and contact e-mail and sent us their CVs.

Digital advertisment created by Y&R, Israel for Y&R, within the category: Agency Self-Promo.

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Officer: Gideon Amichay

Executive Interactive Director: Guy Poreh

Creative Directors: Roy Cohen, Sagi Blumberg
Interactive Studio Manager: Lena Feldman
Designers: Nadav Hauptman, Roee Malul
Project Manager: Amichay Katan

Comments (18)

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Draper's picture
Draper
Activity Score 183

Nice!

Guest's picture
Guest

cool

keithstoeckeler's picture
keithstoeckeler
Activity Score 425

Very clever. Directly at the target.

Anonymous Author's picture
Anonymous Author
Activity Score 1541

Ahead of the pack. These monkeys will soon be human.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

AdsofChina's picture
AdsofChina
Activity Score 99

A fantastic example of the importance / power of using insight to make an effective campaign.

Never underestimate what proper research and insight can give you.

Ads of China // 中国广告
http://adsofchina.wordpress.com

Guest's picture
Guest

guys guys guys

this won't work. do you know any programmers who "view source" of a web page without a reason?

to "view source" there must be reason. and there is not. therefore target audience won't see this. only few ( 2 maybe 3-4) will see and that will be by change. not that they are "detail oriented"

fabgeekling's picture
fabgeekling
Activity Score 24

HELLO it says to view the source for the job ad.

Guest's picture
Guest

Yeah if the page says Classified ad in source code.they can read, right?

Guest's picture
Guest

Excellent!

rdsomani's picture
rdsomani
Activity Score 16

quite interesting...i liked the concept.....

TommyO's picture
TommyO
Activity Score 1866

Very direct, very good.

rajesh_keyaar's picture
rajesh_keyaar
Activity Score 236

good

fabgeekling's picture
fabgeekling
Activity Score 24

I love this! Clever, direct... programmers will get a kick out of it.

Guest's picture
Guest

great!

MissCopywriter's picture
MissCopywriter
Activity Score 168

very clever :)

N17's picture
N17
Activity Score 475

very good work by Shalmor-Y&R

dollypoppin's picture
dollypoppin
Activity Score 1423

Really smart!

---------
"Nihil sub sole novum"

Guest's picture
Guest

This is an age old idea - Candidates who were applying for Radio Marine Officers jobs were sent calls in morse code. Only those who understood rose and went for the interview inside. The rest of them were misfits anyways. Good adaptation.
BTW no one reads ASCII any more.
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