SEEK Seeks Seekers in New Brand Campaign

This week SEEK Ltd, Australia and New Zealandís leading online job site, launched their new brand campaign, based on the universal truth that as humans, it is in our nature to seek. The new creative direction for SEEK, developed by their Melbourne based agency of six months, Leo Burnett, builds on the highly successful ëSEEK & you shall findí campaign that has made SEEK one of the best-known internet brands in Australia and New Zealand.

Helen Souness, Marketing Director of SEEK said:

ìLeo Burnettís campaign idea is in hugely rich territory. It explores all the ways we humans seek. The seeking instinct drives us from birth to our motherís breast. As children we seek to find out what is over the back fence, or on the top shelf of the pantry. Just out of school or University, many of us seek adventure backpacking overseas. As adults we hold out for our perfect match, look for a better job, or seek a better life.

The campaign also links very clearly back to both our brand name SEEK, and our objective to be the leader in connecting people with career related opportunities, be that jobs, learning opportunities or buying their own business. I hope this campaign will entertain and engage people, but will also encourage them to seek new and exciting opportunities in their livesî, she said.

The campaign is fully integrated with street activity, outdoor, magazine advertising and an interactive micro site, doyouseek.com.au, launched last week. The site (see pictures attached) rewards ëseekersí with prizes, games and a competition for the best ëseekerís taleí sent in each day. This week new TV ads, directed by multi award winning director Mark Molloy, are aired nationally in New Zealand and Australia. Other components in the campaign include outdoor, ambient sites, radio and online marketing including banners on SEEKís partners sites and the consumer micro site.

There are two complementary TV ads as part of the campaign. The first ad, ëCurious Creaturesí recognises that humans are curious, and shows a pastiche of scenes, in vintage, new and animated footage, where people are seeking in many different ways. The second ad, ëUncurious Creaturesí paints an amusing picture of what the world would be like if we didnít seek.

Jason Williams, Creative Director of Leo Burnett Melbourne said:

This campaign is based on a very human thought. Itís an idea that only Seek can own and we are thrilled with how it's come together.î

SEEKís brand and communications planning for the campaign has been managed by Naked Communications and their media handled by FRANk. The micro site was designed by Leo Burnett and built by Fuel. The street activity was implemented by Traffik.