Workthing.com, 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, Handbag.com and Lycos.