SEEK wanted to reach out to its traditional candidate audience and its hirer audience with a holistic campaign that demonstrated the ways in which the company could help provide valuable perspective on the careers market. Success for the client was a discernible increase in positive perceptions of SEEK as more than a jobs board and enhanced visits to the SEEK website.
Helping SEEK reposition its brand, from jobs board to people partner
Scope of work
- 60”, 30” marketplace TVC
- 3 x 15” TVCs
- 2 x Radio
- Radio partnership with SCA
- Digital radio assets
How we did it: A fresh perspective on campaign creative
The centrepiece of the campaign was an animated TVC encouraging people to change the way they look at careers. The spot showed people stuck at the crossroads of their career paths and finding that, by changing their point of view, they could move forward.
Teamwork at its best: Six Black Pens and Clemenger BBDO
Clemenger took the lead on producing the original 60- and 30-second TVCs. Six Black Pens used our B2B know-how to create additional voice-overs for each TVC, developed 15-second spots for YouTube and social media, and created highly effective radio spots.
Radio proves the most empowering and motivational campaign element
Radio was a standout for the campaign. It was also a real challenge. We needed to leverage the success of the TVC, within a medium that is entirely aural. Our approach worked – a carefully crafted series of radio spots that outperformed in the category and were considered the most successful radio SEEK had ever produced.
for brand positivity
Ideas, inspiration and other interesting stuff from the Six Black Pens team.