Title	THE UNDERCOVER OFFER
Brand	BBDO BELGIUM
Product/Service	BBDO BELGIUM
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	BBDO BELGIUM Brussels, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Nicolas Gaspart	BBDO Belgium	Creative copywriter
Frederic Zouag	BBDO Belgium	Art director
Sebastien De Valck	BBDO Belgium	Creative Director
Arnaud Pitz	BBDO Belgium	Creative Director

The Campaign

The annual (the book which brings together all the best Belgian work of the year) was a good way to reach all creatives. The problem is that there’s no ad space for sale in the book. We needed to find a subtle way of advertising in the book. How? By camouflaging it. Each agency has to submit a piece of explanatory copy about their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads into the copy without anyone noticing.

Creative Execution

We placed our message in the Creative Club of Belgium’s annual. The book which brings together the best Belgian work of the year, and which all creatives receive. You’re not usually allowed to advertise in the book. We bypassed this rule. How? It’s simple, each agency has to submit a piece of explanatory copy for each of their winning ideas. This copy is included in the printed book a few weeks later. So we slipped our ads subtly into that copy. That’s how we got into the book without anyone noticing. The copy only appeared once (like the book). But it will stay on the creatives’ desks for a long time.

Results

We received more than 20 e-mails. We approached 7 teams seriously. One team and one solo copywriter were hired.

The Creative Club of Belgium annual brings together all the best Belgian creative ideas of the year. It’s a book that all creatives receive, read and keep on their desk all year round. It’s only the creatives who receive this book. So it's the best place to reach Belgian creative teams. We also had a clear call to action. What’s more, because it was hidden, no one else could see that they were looking at a job vacancy.

We knew that all creatives receive the book. So we used it to place our ads there. We targeted our message and spoke directly to creatives with questions like, “Could you do better than a bronze? BBDO is looking for a team. Interested? Send an e-mail to sebastien.devalck@bbdo.be and arnaud.pitz@bbdo.be”.