Why Do You Work? Monster Launches Integrated Marketing Campaign

Monster today unveiled its 2007 integrated marketing campaign, Monster Works for Me. The creative platform explores the personal motivation, passion and determination behind why people work each day. The campaign features several television, radio, print and online advertisements, promotions and a redesigned homepage on www.monster.com.

Based on extensive research regarding consumers’ needs and desires, our new campaign demonstrates how Monster ’works’ for everyone by offering relevant, personalized tools and services, said Vicki Godfrey, Vice President, Advertising and Brand Strategy, Monster. The inspiring and empowering ads articulate Monster’s commitment to meeting the exclusive needs of everyone in the workforce - from the starting-outer who works to play or the seasoned executive who lives to work - and position the site as a trusted advisor and resource that can help people advance their lives at any stage, whether they are currently looking for a job or not.

Boston-based Brand|Content, a brand-focused communications consultancy, created the campaign and 2007 brand platform.

The Monster Works for Me campaign recognizes the multiple reasons why people work and the passion that drives them, said Doug Gladstone, CEO and Chief Creative Officer at Brand Content. In short, no matter what you do, or what you’d like to do, Monster has the tools and resources that can help you find the right match, so you can be successful at whatever you pursue.

Broadcast
The campaign’s first television spot, titled Montage, debuted in December and features a cross-section of workers at different stages in their lives, articulating their perspectives on why they work. For example, one scene depicts a fashion store owner who works to create style; another features an engineer who works for the future.

Three additional 30-second ads introduce individual story lines that explore the motivations of a traveling salesman, a nurse and a restaurant owner, all of which suggest how Monster works to help advance their lives. These spots began airing nationally on January 1st and will appear during primetime, late night and early morning on network as well as cable stations.

A radio spot, titled Maybe, will also enumerate the myriad motivations behind why people work. This segment began airing in December and will continue to be heard in markets nationwide throughout the year.

Online
Monster will continue to have significant online presence across thousands of websites, including MSN, Comcast.net, About.com, ESPN.com, Hoovers, iVillage and eBay, among other sites. As part of the company’s strategic marketing agreement with Internet Broadcasting Systems, the Monster Works for Me message will also be delivered via its 58 affiliate news and information sites.

Print
Employer-facing print advertisements will address the particular hiring requirements of an organization, and thus, express how Monster can work on behalf of the company to meet its specific recruiting needs. They will be seen in human resource and staffing trade publications beginning in Q1. Additionally, ads targeting the healthcare industry and emphasizing the importance of a diverse workforce will also appear throughout the year.

Newly Designed Homepage
A new monster.com homepage reflects the Monster Works for Me campaign’s optimistic, positive persona. The redesign offers a more compelling, consultative experience and features enhanced job search technology.

The Monster Works Giveaway Promotion
In conjunction with the new campaign, Monster will also launch The Monster Works Giveaway online contest. Hosted on monster.com from January 2nd through February 20th, consumers will be encouraged to share why they work for a chance to win five prizes, including $20,000 cash, a hybrid car, a family trip and a donation to a favorite charity.