Omniva picked the campaign flier of Klarvinduer, a wooden window and door manufacturer from Tartu, which was used to look for night shift workers in the Annelinn area, as the best direct mailing message of July. The bold, funny, and unique recruitment campaign which stood out for the jury was created by Optimist Creative.
According to Optimist Creative, Klarvinduer is a manufacturing company with the soul of a start-up which has always been doing things a bit differently than other large production companies. Their wooden windows and doors are mainly exported to the Danish market and to the markets of other Nordic countries, but the manufacturing operations remain in Tartu. As a rapidly growing undertaking, Klarvinduer needed new employees for the night shift and the Annelinn area was preferred, as the production premises are located near there.
The overarching concept of the campaign created by Optimist Creative was a tip (from a friend). ‘We invited people to suggest to their acquaintances or friends who are hard workers and night owls to join Klarvinduer’s night shift,’ said Optimist Creative to explain the idea for the direct mailing message of the campaign. According to Kristi Pruge, Omniva’s head of advertising solutions, the direct mailing message jury noticed the very smart design solution which conveyed the idea of the campaign excellently – in words as well as form. Optimist Creative explained the idea further: ‘The direct mailing message which was directed to the apartment buildings in Annelinn was focused on noisy neighbours – the leaflets which were in the format of door hangers familiar from hotels could be hung to the door handles of those neighbours who like to party or simply make a lot of noise at night.’ According to the agency, the idea of the direct mailing message was that people would be able to get some peace and quiet at night if they sent their partying neighbours to work in the night shift at Klarvinduer – the neighbours get to stay up at night and will even get paid for it!
According to the agency, the direct messages were mainly used for informative purposes in this campaign, but the traffic to Klarvinduer’s website increased considerably in the following days and a higher interest in the company was obvious. Optimist Creative said that the focus was mainly on the digital media which was used to invite people to work in the night shift for Klarvinduer, and the direct mailing message, internal radio, and external media were the supporting media of the campaign, through which they aimed to convey the image of the brand of Klarvinduer as an employer. This combination helped to exceed the expectations for the campaign.
Fifty-eight customers used the direct mailing channel in July, sending out 144 different direct mailing materials.