RM ‘Find the professor.’
The brief was to attract software developers and entice them to interact with the RM brand, raising awareness of RM as an exciting career destination. The aim here was to attract a new audience that might not be actively looking for a new job.
The MPU sets the scene for an intriguing mystery that surfers can solve by solving puzzles on RM’s Virtual World website that we created. Me and Craig came up with the concept and used Flash to create a puzzle which is solved by using the familiar interface of a mobile phone.
RM like people who are excited by and able to solve intellectually challenging problems so for this campaign the emphasis is on interactivity and subtle messaging in order to engage the tech-savvy audience and not treat them as idiots or demand they apply for a position – a decision clearly vindicated by the MPU’s impressive click-through rate and subsequent surge in applications.
Placed on theregister.com, the ad acheived a four times the average click-through rate. The Register has attributed this to the thought and creativity shown in the MPU which clearly interests their core readers. On top of this, for the month previous to the campaign RM’s site had 407 visitors (14.5 per day). For the first week of the MPU campaign they received 577 unique visitors with a daily average of 82.5.
