Campaign shines spotlight on new precision search technology, networking communities and career planning tools
NEW YORK – A new ad featuring a “miscast Boogeyman that lands the dream job he’s been searching for” marked the official launch of the “Get a Monster Advantage” marketing campaign for Monster.com®, the leading job matching engine and flagship brand of Monster Worldwide, Inc. (NYSE: MWW). The marketing campaign, which debuted with last night’s TV spot during the AFC Championship Game, is a three-tiered platform aimed at giving both job seekers and employers a way to “Search Better. Plan Better. Connect Better.”
At a time when there is a great deal of frustration in the job search and hiring process, the campaign focuses on very tangible ways job seekers and employers can get an advantage. The campaign highlights Monster’s innovative resources designed to match people with the right job, and employers with the right talent:
Search Better – Monster has launched a new 6Sense™ semantic search engine and other tools to deliver precision matches for seekers and employers. Employers will no longer have to sift through a stack of resumes hoping to find a match and seekers will see only the jobs most relevant to them.
Plan Better – Online career planning tools allow seekers to chart a path for success.
Connect Better – Networking is a vital aspect of the job search process and Monster has scaled 17 unique career communities that allow seekers to network with others in their field of interest.
“This isn’t just the launch of an advertising campaign. It represents a commitment to help people make clear progress in finding the right job,” said Ted Gilvar, executive vice president and global chief marketing officer at Monster. “We know that people want help – whether it’s a more efficient way to search for jobs or helping them connect with others through specialized career networks. The new Monster helps both job seekers and employers get that advantage they need.”
The new multimedia creative campaign was conceived and developed by BBDO New York and includes television, print, online and social media components. The “Boogeyman” spot features a down-trodden Boogeyman who is no longer able to effectively scare kids. In need of inspiration, the Boogeyman goes to Monster.com and is matched with a perfect new office job as a CPA.
“Monster understands that looking for a job can be daunting – especially now,” said Paul Suchman, EVP, BBDO New York. “It’s always been Monster’s mission to provide resources that make it easier for people to find the right match and path. And now, Monster is introducing the most powerful set of tools in its history. So we’re letting people know and telling our story in an optimistic, confident and entertaining way … consistent with the brand’s advertising heritage.”
The campaign’s next 30-second spot will debut during Super Bowl XLIV on February 7, 2010, and features another archetypal character on a journey to the perfect job match. Monster spots will also air on national cable and include a social media extension that allows viewers to engage with the character beyond the spot itself. Both television spots were directed by Tom Kuntz.
“Striking the right tone in this job market was an important consideration for us. We know people need help but they also need hope,” said Gilvar. “Our ads are designed to resonate with job seekers by delivering an actionable message on the new, more innovative and results-oriented Monster through a fun and engaging storyline.”
In addition to TV, the “Get a Monster Advantage” campaign includes digital ads and social media components. The online initiative will include new ads that deliver strong, consistent brand messaging. To further drive audience engagement, promote the new search technology and increase site traffic, Monster.com has bought high impact page take-over units along with high impression rich media display advertising on general and vertically oriented sites. A strong call to action will drive clicks to the site. In addition, Monster will engage Facebook users through an entertaining site application that will be sure to bring a smile to all who are searching for a job. The first print ads will start appearing today in the Wall Street Journal and in over 100 regional newspapers. The print campaign will also be extended through monthly business, HR and technology publications including HR Executive, Wired and Fast Company.
For screenshots or copies of the television spots, or for additional details, go to http://about-monster.com or contact Steve Sylven at 978-461-8503 or steve.sylven@monster.com.
About Monster Worldwide
Monster Worldwide, Inc. (NYSE: MWW), parent company of Monster, the premier global online employment solution for more than a decade, strives to inspire people to improve their lives. With a local presence in key markets in North America, Europe, and Asia, Monster works for everyone by connecting employers with quality job seekers at all levels and by providing personalized career advice to consumers globally. Through online media sites and services, Monster delivers vast, highly targeted audiences to advertisers. Monster Worldwide is a member of the S&P 500 index. To learn more about Monster’s industry-leading products and services, visit www.monster.com. More information about Monster Worldwide is available at http://www.about-monster.com.
