Push follows success of TV and radio campaign in 2011
Totaljobs.com is launching a new advertising campaign following from 2011’s hugely successful television and radio offer, which saw visitors to the jobs website increase 50% year on year. The new adverts will be first aired on the 9th of January and feature an entirely original concept created by ad agency VCCP London.
The 30 second television spots are based on the premise that totaljobs.com helps take the luck out of finding a new job: as the adverts promote the usefulness of the jobs website’s new maps feature and mobile site in contrast to the newly created character, Mr Luck, who draws on the uncontrollable nature of his name by giving unsound careers advice to unwitting jobseekers.
The majority of the ads will be aired at prime-time and will run until the 5th of February, aiming to reach 90% of UK adults aged 16-35 across ITV Channels, Channel 4, Five and multichannel providers, Sky and Freeview.
Along with TV, the campaign will also see adverts featured on 20 regional radio stations across the UK between the 9th January and the 18th March, with reach being uplifted to the North West, London, the Midlands and the South. The radio activity will reach in excess of 6.3 million ABC1 adults aged 20-40 over the 12 week period.
Totaljobs.com is launching the new TV and radio campaign on the back of last year’s successful campaign, which helped the jobs website reach a number of key achievements including:
• Surpassing the record breaking four million monthly unique users mark in September
• Gaining the number one jobs website position according to research agencies Hitwise and ComScore
• Becoming number one in more regions of the UK than any other jobs website
Caterina Masso, senior marketing manager of totaljobs.com, says of the campaign: “Last year’s ad was incredibly successful for totaljobs.com, boosting awareness of the brand among jobseekers and defining totaljobs.com as the job website that takes the luck out of job seeking.
This year we’re going a step further. With the help of a humorous character, the ads demonstrate that users can count on totaljobs.com for an orientating, flexible and supportive service that we continue to invest in with new products such as our map function and mobile platform.
It’s investment like this that makes us stand out from the crowd, so we’ve put it centre stage for our new campaign.”
Craig Miller, creative director at VCCP added: “It’s tough to find a job in today’s market, and the last thing someone who’s looking for work needs is a patronising or preachy ad. So we set out to highlight totaljobs.com’s jobseeking tools in a fun and humorous way, and show how totaljobs.com can help put jobseekers on the road to employment.”
