±±¾©Èü³µpk10

Name of campaign Mr Benn/Win a Dream Job

Client Workthing.com

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.