How to win new and creative digital-talents for Saatchi & Saatchi Germany?
The majority of creative minds are iPhone owners and use their phones almost all the time. Ergo an equally useful, entertaining and never-before-seen app was developed for the everyday lives of advertising creatives: The Mobile Creative Director.
If you have a spontaneous idea, you can immediately hand it over via voice input or camera to the Mobile Creative Director for assessment.
After a brief analysis, you will get feedback:
Surprising, entertaining and enlightening. However, the bottom line is always a destructive and scathing critique – just like you’s expect from a real CD.
After some more negative feedback, the app suggests to the user that they should consider changing their Creative Director and replacing them with one from Saatchi & Saatchi.
For the launch, copywriters and designers were prompted on Facebook, creative blogs and forums to try out the app. Those who accepted the invitation and had fun doing it soon found that Saatchi & Saatchi was seriously interested in them as part of a recruitment campaign.
The possibility of direct contact made the mobile medium especially efficient.