Delta Generali Insurance: Loyalty test envelope

In Serbia, specific blue envelopes have been used as court or military invitations for years; during the wartime in early 90’s even as requests to join the army. As those governmental envelopes need to be handed personally and signed by the person who receives it, many people avoided it by all means. Over the years, blue envelopes naturally became a “test” of honesty, loyalty, legalism and respect for the law.
As we knew these facts, we used it to solve very specific problem of our client Delta Generali: They needed to narrow extremely long list of candidates for a financial manager in their company. We sent the interview invitations inside those envelopes to all the candidates, knowing that only the most loyal and honest candidates will accept it and show up for the interview.

Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Director: Marko Prokic
Creative coaching: Yaniv Mlinarski
Published: August 2010

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10 comments

Anonymous Author's picture
Anonymous Author
1541 pencils

Good luck.

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

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Hibon's picture
Hibon
3731 pencils

clever.... have a nice test.

Simple ideas are the best !

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yeah in the Netherlands blue envelop are for taxes, so we hate them as well ;p nice idea :) but I still think you cut of a lot of your possible employees. Just choosing from 7 isn't much.

Guest's picture
Guest

Come on, if the idea is to choose the best, why would you even bother to interview the poor candidates? I think this is really a clever one!

AdsofChina's picture
AdsofChina
99 pencils

Love seeing a nice piece of DM once in a while.

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Guest's picture
Guest

interesting

tirthomitro's picture
tirthomitro
2760 pencils

great test for loyalty.
anything for virginity (both sexes, I mean. not a sexist, I am)

they showed me a picture & i laughed
dignity has never been photographed

Dzsoi's picture
Dzsoi
6226 pencils

Being a patriot / having the guts / passion for weapons or killing may has something to do with loyalty to a company, but the relation is not strong enough to be chosen as a selection method imho. There is a high chance you've missed to activate the best candidate.

andyStock's picture
andyStock
666 pencils

Nice idea, but I agree Jack - having just 7 candidates come for interview doesn't give you much choice. Although I suppose you have no obligation to hire any of those 7.

HappyHour's picture
HappyHour
2387 pencils

cool idea but how is this advertising?

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