CAMPAIGN-I: KLP Euro RSCG uses 70s star Mr Benn in ads, the online recruitment site owned by the Guardian

Media Group, goes live with its first online advertising campaign this

week, developed by KLP Euro RSCG.

The promotion features the 70s children's cartoon character Mr Benn and

will be e-mailed to an audience of 100,000 registered Workthing users

who have opted to receive job-related information. The e-mail clicks

through to a short animated film that shows Mr Benn dressing up as a

cheerleader and the strap-line: 'Win a dream job everyday:'

Following the film, the user is taken to a competition page from where

they can enter a draw to win prizes such as an astronaut training course

in the US or a gourmet chef's training session in France.

A banner promotion will accompany the viral marketing and the campaign

will run until the end of the month.

Banners will depict Mr Benn dressed for a variety of different jobs.

Rob MacDonald, the creative director at KLP Euro RSCG, said: 'Once we

thought of Mr Benn as the creative hook for the campaign, the trick was

to make it completely authentic. The film was produced by the original

Mr Benn animation team and features the original TV soundtrack.'

The campaign will coincide with a radio competition running on Heart FM

for the Workthing brand.

Workthing handles recruitment opportunities in most of the major job

markets including banking, IT and new media, and operates in 17

countries. The job portal has online partnerships with Excite,

Libertysurf, and Lycos.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).