Fierce competition and a limited budget created an added emphasis on grabbing attention for Newton Manufacturing’s 2011 recruiting campaign. The solution was to turn this campaign into a show case of how the company did things differently.

 

Analysis of competing ads revealed that they all shared similar stock photos of business people and the same bullet- pointed features. To stand out, Newton’s print and banner ads would be stark white, creating a visual break among the visual clutter. Copy would be short but bold, clever and humorous to create interest and drive traffic to the company’s website for more in depth information about joining Newton.

 

The campaign generated a buzz for the company both for its message of doing things differently and overall creativity. Representatives recruited through this campaign noted that the creative execution of the campaign made them want to work with the company.