Stuart Gentle Publisher at Onrec Launches Viral Ad Campaign

. has announced the release of its first viral ad campaign, targeting over one million online registered users in the UK. Monster will also adapt this campaign to run it in both the Netherlands and Germany before the end of this year.

Created by Saatchi & Saatchi London, the impactful campaign is based on the idea of ''don''t go to extremes to find out your skills, go to''. It promotes a new Monster product for jobseekers, My Monster Premium, a unique on line self-assessment programme that allows jobseekers to analyse their skills and values, to maximise their career and life opportunities.

The execution focuses on the skill of delegating up. It depicts a frustrated office junior gripping his boss by the tie and dragging him aggressively right through the office building, along the corridors, down the stairs to the kitchen, where the office junior finally gets his own back.
Trefor Thomas, Integrated Creative Director at Saatchi & Saatchi, comments, ''Viral campaigns must have real intrigue, so they will be passed on quickly. The Monster viral campaign is a simple but powerful example of pushing Monster right to the edge in an involving and original way.''
Jeremy Caplin, European Marketing Director for Monster comments, Extreme and witty, this edgy execution is expected to cause quite a stir, reflecting Monster''s distinctive brand values. It''s a very fast and effective way of raising brand and product awareness''.

The creative team is Guy Bradbury and Eoghain Clarke. Director is Martin Krejci. The production company is Dawson Production.