Careerbuilder.Com Returns to the Super Bowl and Launches National Marketing Campaign to Help Workers “Start Building”
CHICAGO, January 22, 2008–CareerBuilder.com, the U.S.’s largest online job site, is returning to the Super Bowl ad lineup for the fourth consecutive year with two 30-second spots and is offering a sneak peek into a bolder, kick you in the pants creative campaign. With spots appearing in the second and third quarters of the big game, CareerBuilder.com will kick off a multi-faceted national campaign valued at over $250 million that encompasses everything from the national airwaves to “unhappy hours.”
CareerBuilder.com’s ads have humorously depicted dysfunctions in the workplace, from unruly co-workers to a wild office jungle, and offered the solace of “a better job awaits” at CareerBuilder.com. The new campaign developed by Wieden+Kennedy targets the disgruntled worker who is stuck in a career funk, and gives that worker a good nudge.
“This year’s campaign is more poignant and urges the sense of empowerment,” said Richard Castellini, Vice President of Consumer Marketing. “It plays on the idea of CareerBuilder.com being a career interventionist, an advocate who motivates you to take charge and start building better opportunities for yourself immediately. CareerBuilder.com is more than a place with good jobs. We’re a partner that can help you build your career. We’re serving up a jolt of reality with a good dose of humor and connecting with our audience on a deeper level.”
Spider attacks, a raging heart, an unusual rescue, hallucinations and other memorable elements help to hit viewers over the head with a universal truth of saving yourself from a bad situation. Ending with the tagline “Start Building,” each spot pushes the worker to take action by providing nuggets of simple wisdom such as “Help you, help you” or “Follow your heart” or “If you don’t like your job, then get a better one.”
CareerBuilder.com continues to build on its own marketing campaign, investing in a blend of multi-media, national and grass roots outreach to engage viewers in the brand. CareerBuilder.com’s national marketing program features high profile events such as the Super Bowl; primetime network and cable television flights; as well as online advertising, local print, and sports sponsorships. CareerBuilder.com will be sharing big, bold messages at the times and places when they are open to a reminder of change, encouraging them to reconsider their situations. From commutes to lunch hours to breaks in the busy work day, the messages- via walls, bus shelters, subways and el trains- are all following the worker through the work day. Other highlights include:
• OOH and Transit- CareerBuilder.com will blanket Grand Central Station, urban panel, subway signs and sides of buildings in New York City as well as El trains, buildings and streets of Chicago.
• Unhappy Hours – CareerBuilder.com will sponsor unhappy hours in select cities where you can complain about your job and enjoy a few drinks – snacks on them.
• Corporate Ladder – CareerBuilder.com will remind workers to continually strive for greater heights in their careers with street art that includes a bright orange ladder spanning an entire building as well as mannequins climbing up a rope on the side of a building.
• Mobile Marketing – CareerBuilder.com will continue its mobile marketing tour in 2008, which is visiting over 40 cities as well as 140 college campuses.
• Online Partnerships – CareerBuilder.com will continue to expand its base of co-branded job search partnerships, which now number over 1,400.
The campaign will be complemented with advertising support from its owners Tribune Company, Gannett, McClatchy and Microsoft.