Jung von Matt/Neckar: First!


之前Facebook在全球范围内上线”Places”功能, 一个基于LBS服务的应用。(类似国内的街旁)
这项应用在德国上线的时间相对较晚一些, 所以Jung von Matt/Neckar做了一个小小的提前举动。
Jung von Matt/Neckar是一家德国的互动公司(以下简称JVM)。他们找到各个竞争公司如Razorfish, Interone,  4RK, Kolle Rebbe, AKQA和G2的所在的位置, 然后把招聘广告信息植入到该地点位置信息中。等于抢占了敌人的领地 :)
当用户(都是广告人) 到竞争公司所在位置签到时, 就会显示JVM的招聘信息 “First! Want to join? Check in at www.jvm-neckar.de/jobs, we are hiring”(想入职? 来JVM的招聘页面看看吧, 我们在找人!)。

When Facebook launched “Places” in the US, it was expected to arrive in Germany soon as well. While other agencies waited for the hyped service, Jung von Matt/Neckar decided to be one step ahead. Weeks before the official launch in Germany, a VPN Tunnel that simulated an US IP-Adress allowed us to create places in Facebook. So we created the places for our competitors like Neue Digitale / Razorfish (Frankfurt), Interone (Hamburg), Fork Unstable Media (Hamburg), Kolle Rebbe (Hamburg), AKQA (Berlin) and Argonauten G2 (Berlin).


Not only to show that we are faster than the others, but also to raise attention for Jung von Matt/Neckar at high profile digital creatives. When they checked in at their agencys they received our messages:

“First! Want to join? Check in at www.jvm-neckar.de/jobs, we are hiring.”
“Hi, from the trojan horses inside. Want to join? Check in at www.jvm-neckar.de/jobs, we are hiring.”

Of course they also spreaded our message to their whole networks via Facebook.

Project: First!
Advertising Agency: Jung von Matt/Neckar, Stuttgart, Germany
Creative Director: Kai Heuser, Michael Ohanian
Copywriter: Gün Aydemir

via: I Believe in Ad

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