Name of campaign Mr Benn/Win a Dream Job
Agency KLP Euro RSCG
Background to campaign: Online recruitment is a competitive sector that
has experienced strong growth in recent months. Workthing.com
differentiates itself from its rivals by being a "complete employment
network", rather than just a job board. It aims to connect everyone from
candidates who want to develop their careers to the employers and
businesses that want to reach them.
Aim of campaign: The main aim of the campaign was to drive job seekers
to workthing.com and to capture their work-related details. Cult 1970s
cartoon character Mr Benn was chosen to pull in career-minded
individuals. The opportunity to win a dream job aimed to show that
workthing.com is here to help people enjoy working.
Creative: Workthing.com ran four banner ad executions, with Mr Benn
moving into a different dream job in each - chef, diver, cowboy and
astronaut. The ads linked to the competition microsite, where users were
greeted by a 30-second animation of Mr Benn, this time transforming into
a cheerleader. The film was produced by the original Mr Benn animation
team and featured the original TV soundtrack. Afterwards, Mr Benn
introduced users to the competition in which they could win the chance
to experience a dream job such as a week's astronaut training in the US.
Entrants were asked to leave details of the industry in which they work
for future eCRM campaigns. Users were also urged to forward the address
of the microsite to their friends.
Types of executions: Banner ads appeared on business and news sites such
as ITN, lifestyle sites such as FHM.com, New Woman Online and Formula 1
and portals including Excite and MSN. The campaign was also sent via an
opt-in html email to more than 100,000 career-minded professionals. The
online competition was backed by a week-long radio promotion on Heart FM
in London as well as face-to-face activity involving workthing.com
representatives who targeted commuters at train stations nationwide.
Results: More than 25,000 people visited the competition microsite over
the seven-day life of the promotion. The profile of entrants almost
exactly matched that of workthing.com's target market of 21 to
45-year-old ABC1's in junior and middle management. Banner clickthrough
rates peaked at 3.5 per cent, while 14 per cent of people who received
opt-in emails responded.