FP7 goes headhunting, Mission Impossible Style!

When it comes to advertising, you need to be creative to impress consumers, but how creative you should get to impress other creative people?

This is an excellent headhunting campaign by FP7 Dubai with a relatively no budget, the agency targeted certain creatives in town through direct mail, each creative received a smartphone with one number in the phonebook, the number of the agency’s ECD.

This video explains the campaign, I think it’s a great one!

The Poaching Phone from Ali Mokdad on Vimeo.

Poaching Phone – Self-Promotion Direct Marketing/Ambient/ Guerilla

Brief/Strategy

We set out to expand our creative department, but hiring talent in the region is a constant struggle. Headhunters charge exuberant fees, so we did our homework and captured the attention of the region’s best talent using the ultimate creative recruiter – The Poaching Phone. Faux industry Self help books were personalised to potential recruits and demonstrated how they could advance their career with us. Inside each book, an ordinary phone was concealed in die-cut pages and programmed with only one contact, our ECDs number. We then sent it out to infiltrate Dubai’s top Ad Agencies. Within a week, we received the phone calls we were hoping for. A month later, we had 4 new members join our creative family. In the end, we saved 97% of our projected recruitment costs with a simple phone.