When totaljobs.com came to us in March 2010, they had a clear ambition to make totaljobs.com front of mind when looking for a job as well as grow their revenue and market share of visits. This called for a fresh new awareness campaign. And considering they had not been on air in nearly 10 years, we certainly had our work cut out for us. Through research, we learned that finding the job that you want can be full of ups and downs (yes, seems obvious now!). Rejection and envy are part of the course which can lead people towards feeling that they haven’t been ‘lucky’. That if only they were lucky, they would be able to get hold of the best job for them. They are probably not aware of everything they could do to get that job and that with the right support, luck really has nothing to do with it. This is how we got to our strategy: It’s not luck, it’s totaljobs.com. To
demonstrate this however, we did not want to be preachy or judgmental as jobseekers can be self-conscious and vulnerable. So, creatively, we decided to use inanimate everyday household objects (such as alarm clocks and toasters) to tell our stories. These objects all have ‘jobs’ but aspire to do something else. The wit and charm of the creative allowed us to deliver our message without having to hold a mirror up to our audience.
We successfully launched radio in the North West in Spring 2010, and followed up with TV in this test market in September. The confidence created from these results led us to launch the campaign nationally with TV, radio, Spotify spots and Google banners in January 2011. The results so far have been very positive. From January to February, spontaneous brand awareness went up 23% among jobseekers and 43% among total audiences. Prompted brand awareness went up 30% among jobseekers and total. Spontaneous ad awareness was highest in the market with a 343% increase. And the business results were impressive also; January/February traffic data showed a 91% increase in new users Feb on Dec and a 32% YOY growth increase in site traffic which resulted in increased recruiter spend. All this proved that our insight was right: it’s not luck, it’s totaljobs.com.