Y&R: Source code monkeys

Y&R: Source code monkeys
Average: 7 (31 votes)

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.

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
Published: July 2010

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18 comments

Draper's picture
183 pencils
DraperTuesday, August 17, 2010 - 12:51

Nice!

Guest's picture
GuestTuesday, August 17, 2010 - 13:55

cool

keithstoeckeler's picture
425 pencils
keithstoeckelerTuesday, August 17, 2010 - 17:11

Very clever. Directly at the target.

--
http://keithstoeckeler.com
http://allthatinspires.me

Anonymous Author's picture
1545 pencils
Anonymous AuthorTuesday, August 17, 2010 - 17:30

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
99 pencils
AdsofChinaTuesday, August 17, 2010 - 18:17

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
GuestWednesday, August 18, 2010 - 03:11

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
24 pencils
fabgeeklingWednesday, August 18, 2010 - 10:51

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

Guest's picture
GuestFriday, September 24, 2010 - 00:04

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

Guest's picture
GuestWednesday, August 18, 2010 - 03:17

Excellent!

rdsomani's picture
16 pencils
rdsomaniWednesday, August 18, 2010 - 03:51

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

TommyO's picture
1878 pencils
TommyOWednesday, August 18, 2010 - 04:00

Very direct, very good.

That's me!
http://blog.tapuz.co.il/wranger

rajesh_keyaar's picture
236 pencils
rajesh_keyaarWednesday, August 18, 2010 - 06:35

good

fabgeekling's picture
24 pencils
fabgeeklingWednesday, August 18, 2010 - 10:52

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

Guest's picture
GuestWednesday, August 18, 2010 - 12:41

great!

MissCopywriter's picture
172 pencils
MissCopywriterThursday, August 19, 2010 - 04:41

very clever :)

N17's picture
275 pencils
N17Thursday, August 19, 2010 - 05:46

very good work by Shalmor-Y&R

dollypoppin's picture
1419 pencils
dollypoppinFriday, August 20, 2010 - 02:55

Really smart!

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

Guest's picture
GuestTuesday, October 12, 2010 - 05:19

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.
Navin