Monster.Com Rolls Out Marketing Campaign
Job search Web site Monster.com is out with a new campaign that focuses on the fuzzy, positive points of looking for a new position.
The Monster Works for Me campaign, which broke yesterday, explores people’s passions and determination to find a new job. It’s supported by TV and radio spots, print and banner ads and an online contest, which gives job-seekers a chance to win $20,000 or a new car.
“The campaign Monster Works for me is really about insights,” said Vicki Godfrey, vice president-advertising and brand strategy, Monster. “People work for a variety of different reasons.””
Online, Monster is running a contest for a chance to win $20,000, a Toyota Prius, a family trip or Florida or a donation to a favorite charity. Consumers can enter The Monster Works Giveaway at Monster.com by registering for an account and describing why they work.
Five grand prizes will be awarded. The contest runs through Feb 20. Online ads support the promotion.
On-air, Monster is pushing its message via four TV commercials. It debuted a 30-second spot, showing a variety of workers in different stages of their lives show why they work. One scene features a fashion store owner who works to create style.
Three more 30-second TV spots, which broke Monday, tell separate tales of how Monster.com helped advance the live of a traveling salesman who works to close a deal, a nurse who works because she cares and a restaurant owner who works because he simply loves it.
Monster will use its Work for Me campaign as part of its 2007 marketing push that will include other promotions, Godfrey said.
“It’s a great opportunity to get a really loud message out there that Monster works for everyone, for both employers and job seekers,” she said.
Online ads will run on ESPN.com, iVillage.com, eBay.com and Comcast.net, among others sites. Print ads in human resource and trade publications will also support the campaign.
Brand/Content, a Boston-based communications consultancy, created the campaign, 2007 marketing theme and handles the online contest.
