Title	SAME-SAME BUT DIFFERENT PEOPLE
Brand	BOUVET NORWAY
Product/Service	RECRUITMENT
Category	A03. Use of Exhibitions and Installations
Entrant Company	BOUVET Oslo, NORWAY
Advertising Agency	BOUVET Oslo, NORWAY

Name	Company	Position
Ole Hallvard Kveseth	Bouvet Advertising Agency	Art Director
Einar Fötschl	Bouvet Advertising Agency	Copywriter
Karina Hillestad	Bouvet Advertising Agency	Copywriter
Hilde Stenvold	Bouvet Advertising Agency	Account Manager
Vegard Akersveen	Bouvet Norway	Head Of Department
Kristin Jacobsen	Bouvet Norway	Head Of Department
Lars Nedberg	Bouvet Norway	Developer
Jan Erik Robertsen	Bouvet Norway	Developer
Sinan Softic	Bouvet Norway	Illustrator

The Brief

The main object of the Bouvet-stand at JavaZone, as any previous years, was to gather as many leads on developers through emails and phone numbers as possible. The reason for the creative detour of making an eye-catching stand is simply that direct recruiting at the event is not considered appropriate. Not by the competitors, nor by the developers themselves. Non the less: All companies are doing it, and all developers use the event to see if they can take another step on their personal career ladder.

Campaign Success

IT-companies all have the same recruitment problem: The work is mostly the same, the salary is basically the same, the working environment is fairly the same. So how to stand out? For the two days of JavaZone, we created the stand concept “Same/same but different people”, stating that peoples small differences are what drives both innovation and creativity. People took part in a visual and fun “JavaZone-local” survey on iPads, with choose-one-of-two options of different behaviours. Participants left their email in the survey if they wanted to join the draw for one of two prices. The results for each question were displayed in real time on a giant screen, for return-visit purposes. The following week each new email were sent their score in comparison to the overall score, and also contact details for the Bouvet-employee that matched their own score.

Describe the success of the promotion with both client and consumer including some quantifiable results

A fully booked JavaZone, made our target audience an approximate 2.500 highly relevant people to our company. Please bear in mind: Both competitors and their employees attend this conference. To be seen at a competitors stand isn't something that’s necessarily good for your career. So actually getting people to stop, at all, is quite a feat in itself. Getting people to actually do something, even worse. During these two days 606 attendees completed our survey, giving us 451 emails and phone numbers, which in turn gave us 373 new relevant leads on developers. In Direct-terms: A relevant response rate of no less than 14,92%! Quite right: An exclamation mark don’t make a result genuinely great, but bear in mind the relatively hostile environment this concept was performing under, as stated above.

Explain why the method of promotion was most relevant to the product or service

JavaZone is a conference for Java-developers created by the Norwegian Java User Group javaBin. The conference is yearly visited by 2.500 developers, and consists of almost 200 speakers and 7 parallel sessions over 2 days, plus an additional day of workshops beforehand. Presence at JavaZone is paramount to Norwegian IT-companies, as it is one of the primary arenas for recruiting developers. The company stands compete heavily in attracting the attention of participants in this regard. The ability to create a stand-out-stand and offer an interesting start to a conversation is key.