| Title | SELL THE JOBLESS |
| Brand | ACC (BELGIUM ASSOCIATION OF COMMUNICATION COMPANIES) |
| Product/Service | MASTERCLASS COPYWRITING |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Philippe Fass |
Happiness Brussels |
Creative Management/Creative Director |
| Sharif Abdel Mawla |
Happiness Brussels |
Concept Provider |
| Michael Middelkoop |
Happiness Brussels |
Concept Provider |
| Edouard Coene |
Happiness Brussels |
Graphic Designer |
| Mathieu Cardon |
Happiness Brussels |
Copywriter Fr |
| Jan Denys |
Happiness Brussels |
Copywriter |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Sophie Gunsbourg |
Happiness Brussels |
Agency Producer |
| Nejwa Jacobs |
Happiness Brussels |
Account Executive |
| Aubry Crock |
Happiness Brussels |
Account Executive |
The Campaign
The Association of Communication Companies Belgium, representing all Belgian advertising agencies, realised there was a growing shortage of new copywriting talent. To attract writers from outside advertising a national challenge and the ultimate copywriting test was set up: selling a jobless person. Via www.sellthejobless.be (www.verkoopeenwerkloze.be) participants had to write a cover letter that sells one of the 13 long-term jobless persons that were presented on the website. If the jobless person would get invited for an interview, the participant would be invited for the National Masterclass Copywriting, after which he or she could get recruited as copywriter.
Success of the Campaign
490 aspirant writers participated on www.sellthejobless.be (www.verkoopeenwerkloze.be)
All together the participants wrote 668 cover letters for 13 different unemployed persons.
5 of these 13 unemployed persons found a job thanks to the cover letters
Of all participants 50 finalists were selected for the Masterclass Copywriting based on the success of their cover letters and creative style, judged by Belgium's top creative directors .
During this 2-day masterclass 4 winners were given a job as copywriter at 4 different Belgian agencies.
This low-barrier campaign reached outside the world of advertising, making a positive statement about what copywriting is actually about.
It put the job of copywriting back on the map in Belgium.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The campaign was launched on national TV- and radio-channels and at this same day it featured with full page print ads in national newspapers. This mass media approach made its way to a large audience in order to attract aspirant writers from outside advertising.
At the same moment a press-release was sent out, with the striking message that now anyone could help a jobless person to find a job by writing them a cover-letter. This press-release found its way to different blogs in the south (French-speaking) part as well as the north (Dutch-speaking) part of Belgium.