Drake International launches ‘The Ultimate Job’ campaign
Drake International, the recruitment company, has launched a campaign to find “The Ultimate Job” in each state around Australia.
The competition will consist of real, permanent jobs submitted by companies in each state that will offer roles in Sydney, Melbourne, Adelaide, Perth and Brisbane.
It is yet to be confirmed if the competition will also run Hobart.
A shortlist of the top job submissions in each major city will be judged by panels of public and private sector leaders, including Russell Howcroft, George Patterson Y&R chairman and chief executive, in Melbourne.
The overall victor in each state will then be decided via a public vote, with one job seeker chosen to start a new career in each winning job.
Meanwhile, Drake has tied up with News Limited as its media partner and this week launched press ads in the lead up to the official start of the competition in July.
The recruitment firm has teamed up with Mission Australia to help raise funds for the charity throughout the campaign.
It is the latest marketing push built around creating a dream job and follows on from the multiple award winning Tourism Queensland’s Best Job in the World campaign, created by Sapient Nitro.
It was launched to bring international awareness to the Islands of the Great Barrier Reef.
The campaign has won awards at Cannes, the One Show, the Clios, New York Festivals, ADMA and the Effies. It was also named social media campaign of the year at the Mumbrella Readers Choice Awards.
At the time Best Job in the World launched, The Hallway had also created a competition for drinks brand Malibu offering the prize of the greatest job in the world by being a brand ambassador on a luxurious island.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Shit, it was old when CUmmins did it (anyone remember that great budweiser campaign from the 90s?) now this is really old.
How terribly sad.
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Oh come on Mark! You say it was old when Cummins did it but then they scooped the awards didn’t they.
The theme might not be the most original but there’s absolutely nothing wrong with putting a new spin to an old concept. After all, what’s new in advertising? Boy meets job. Boy looses job. Boy find true love with another “ultimate” job.
The test of the campaign will be in the execution.
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I agree with Andrew. Everything has to evolve from something. Like the basic components of a car for example have stayed the same, but are enhanced over time to create greater affect and performance. That appears to be the aim here. This competition is different, because of the debate it will create, and the comparisons and contrasts between all the major cities of Australia, on what they believe is their Ultimate Job. The competition between Companies is healthy, and comes at the right time in my opinion.
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I agree, i think this is a great idea not least because jobs and employment are a major issue as is, what is the job i would rather be doing than the one i am doing now? A lot of us can ony dream about the perfect job, we get stuck in a cycle of paying mortgages, all of a sudden two kids come along and you get to the end of your life and wonder – what happened? The other point I would make is simply this, when i was growing up i wanted to be a fireman, now i’m pushing paper. I still want to be a fireman. Mark, I think you’ll find the majority of people out there will think this is a good idea and maybe even participate.
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Mark do you work for Adecco?… Sure sounds like it.
I think it’s great to see Companies like Drake International actively campaigning towards positive change in a somewhat bleak environment. Unemployment figures sure look good when released but I for one can personally vouch for the negative. I think you may have missed the concept of this campaign, it’s seems to me that its actually designed to create jobs, not for personal gloating because a suit had nothing to do.
It’s hard out there, even for very highly
skilled and experienced professionals. Well done Drake.
As for the negative comments …well… what can I say…? ‘Tall poppy’
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LOL Marky, i just googled Adecco and it seems to me as if Mark is just peeved he didn’t have the idea first. Whats wrong with running a new version of a campaign that worked so well in the eighties and ninties? anything that promotes jobs is good not bad
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