Totaljobs.com is taking its ‘It’s not luck, it’s totaljobs.com’ television and radio campaign nationwide from today. The national launch follows a successful regional trial of the ads, which have helped make totaljobs.com the most popular jobs website among jobseekers in the North West.
The venture into national television and radio complements the previous above the line campaign, which started at the beginning of 2010, and includes online activity on Spotify and 4oD.
The thirty second television spots will feature household electrical goods discussing jobseeking, with Sir Ian Holm narrating and will appear on ITV Channels, Channel 4, Five and some satellite and Freeview channels. Along with TV, the campaign will also see ads aired on regional radio stations in London, the South East, the North West, and the East and West Midlands.
The creative, produced by VCCP London, has been fundamental to the strong rise in totaljobs.com’s market share in the North West, where the campaign was trialled. Compared to the last month during which there was no above-the-line activity, totaljobs.com more than trebled its unique users and recorded an increase of over 220% in visits the month following the first broadcast of the TV and radio spots. As a result, market share in the North West has grown by 40% in a year, taking it above its online rivals.[1]
Michael Robinson, marketing director of Totaljobs.com, says of the campaign: “The ads we have developed aim to be different, demonstrating that jobseeking is a very personal experience and that we can work in a collaborative way to help jobseekers improve their chances of finding a job.”
Michael Robinson believes that the success of the ads regionally will be replicated nationally: “VCCP have created great ads with which jobseekers immediately relate to, and this has helped take us well above our rivals in the North West. This is a move we’re keen to replicate nationwide. A key success has also been that we have been able to take an integrated approach to the whole campaign that draws on the ads for inspiration, including providing a raft of advice on our website about the importance of being properly equipped to find employment. All of which will help to demonstrate that finding a job isn’t about luck.”
Steve Vranakis, creative director at VCCP outlines more on the aim of the ads: “We wanted to bring to life the delicate task of finding a job without holding a mirror up to the jobseeker; we used objects to reflect an aspiration that we can all relate to, the desire to improve ourselves and get the type of job that we love, and do it with charm.”
The campaign has been planned and bought by Universal McCann London. Kiera Crapnell, account director at UM, says that “this is the most significant ATL investment that totaljobs.com has made to date. The strategy behind the campaign, with national TV and VOD combined with heavyweight regional radio and tactical digital support, means that jobseekers of all ages and background across the UK will be engaged.”
[1] Data compares November ‘09, which was the last month during which totaljobs.com undertook no above-the-line activity and October ’10, a month after the ads launched in the North West