Microsoft was struggling recruiting the top 2% of students, losing them to hipper startups and companies like Google and Apple. We came up with a simple, humanizing opening line, “Hey, Genius. We want you.” This personal tone combined with non-conventional tactics created a disruptive and engaging campaign which got students to think a little differently about working there.
We started with over 70 personalized websites, print ads, sandwich boards and songs to get their attention. Then we created a genius website, over 30 viral videos, Facebook apps, a jobcuzzi that traveled campus to campus offering the "world's most relaxing job interview," rickshaw rides, mind massages, and even laundry detergent. Cause being so genius can make you work up a sweat. The Hey Genius campaign was so successful it ran for three years on over 45 campuses, and recruitment shot up over 25%.
Featured in Inc Magazine, Business Week, Seattle Times, Adrants and countless other publications.