Jobs site CareerMosaic on Friday unveiled its plans for its first nationwide television campaign, part of a year-long multi-media effort aimed at driving traffic and fostering site loyalty in a market crowded with job search sites.
The campaign, which features the tagline, “Happy in a career. Happy in life,” was created by Merkley Newman Harty, a wholly-owned subsidiary of the Omnicom Group (OMC). It starts airing March 13 in Dallas and Atlanta, and will also appear in New York, Chicago, and San Francisco starting April 3.
“Our move to television triggers the next phase of our ongoing strategy to build the CareerMosaic brand,” said Bernard Hodes, president of CareerMosaic.
The campaign, which features three 30-second commercials, shows people in what first appear to be depressing circumstances, but, it’s revealed, they’re actually much happier since they found a new, satisfying job.
One shows a man listening to a phone message from a woman ending their relationship because she’s changed and she’s happier now. When the camera pulls out, the viewer sees that the man is actually the woman’s psychologist, whom she no longer needs. The second shows a man and a woman nearly colliding on a city sidewalk, an awkward moment that ends with the woman dancing because she’s happy about her new job. In “Firecracker,” a man locks the door to his apartment and heads to the rooftop, presumably for a suicide attempt. Instead, he lights a bottle rocket because he is thrilled with his new job.
The print portion of CareerMosaic’s campaign began on January 2, with a series of full-page, page dominant, and quarter page ads appearing in major newspapers.
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