Y&R: Source code monkeys

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

18 comments

Draper's picture
Draper
183 pencils

Nice!

Guest's picture
Guest

cool

keithstoeckeler's picture
keithstoeckeler
425 pencils

Very clever. Directly at the target.

Anonymous Author's picture
Anonymous Author
1541 pencils

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
99 pencils

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
24 pencils

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
16 pencils

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

TommyO's picture
TommyO
1866 pencils

Very direct, very good.

rajesh_keyaar's picture
rajesh_keyaar
236 pencils

good

fabgeekling's picture
fabgeekling
24 pencils

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

Guest's picture
Guest

great!

MissCopywriter's picture
MissCopywriter
168 pencils

very clever :)

N17's picture
N17
387 pencils

very good work by Shalmor-Y&R

dollypoppin's picture
dollypoppin
1423 pencils

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.
Navin

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