Seek looks to fire ‘restlessness’ with new master campaign uniting brands
Seek has kicked off the year with a new master brand campaign which unites Seek Jobs, Seek Learning and Seek Volunteer in an effort to broaden the conversation around how Australians can achieve more fulfilling and productive working lives.
The campaign, created by Clemenger BBDO Melbourne, comes off the back of a Seek survey which revealed 68 per cent of people would like to work in another industry, while only 38 per cent will actively look for a new job.
It aims to encourage “people to reflect” on their work choices Seek director of marketing Fiona Le Brocq told Mumbrella.
https://www.youtube.com/watch?v=pqbXAngY_No&list=UUNGeJhrX8rkjjlfRthviajA
“Beyond the TVCs, we try to give them support to make those changes,” she said.
Commenting on the master brand approach Le Brocq said: “The three businesses that we’re featuring here have been in business for more than 10 years. We conducted research that told us 75 per cent of people who use Seek Learning or Seek Employment believe they belong together, they see a natural synergy.
“And we also know that people who know about Seek Volunteering have a much higher engagement with the overall Seek brand.
“What was identified some time ago, people who chose a Seek Learning course, they do so to get a job. Everything is related to employment, including Seek Volunteer. They are all fundamentally related to employment so it made sense to pull it all together,” she said.
On the creative execution of the campaign, which has a man undergoing Benjamin Button style reverse ageing, Le Brocq said: “Something people believe is you spend your whole life working, but when we sat down to consider that it is actually only 13 years.
“Seek is a very optimistic brand, it made sense to use a storyline that aged backwards to say at which stage do you consider what you do in your career?
“You finally land on a 13-year-old who has all his future ahead of him, he’s totally optimistic. It suggests it’s something you should reflect on now to get the most out of your working life.”
On working with Clemenger BBDO Melbourne she said: “Clems have been quite extraordinary to work with. They have been on the journey with us since September last year. The actual change platform, that is getting Australians to embrace change, was derived from a brief we gave them around empowerment.”
The campaign roll out – managed by newly appointed media agency Starcom – will run across a number of platforms with the campaign launching with a 60-second TV ad.
On working with Starcom Le Brocq said: “When we appointed them, this was the brief we gave them immediately, so they’ve hit the ground running.
“They’ve done a sensational job. They’re working across Seek Employment and Seek Learning, they cover a gambit of channels, they’re doing all our digital, our social, all our TV. It’s been good.”
The campaign will be complemented by digital, print and social.
Clemenger BBDO Melbourne creative director Richard Williams said in a statement: “The inspiration for this campaign is the surprising statistic that the average Australian only spends 13 years of their lives at work. Most people think of their working lives in terms of a 40+ year career, and it’s this perceived abundance of time that only fuels complacency.
“We want to stimulate a restlessness and an appetite for change, by reframing this notion of time, and encourage people to make the most of what little time they have. And if they aren’t happy, then we want them to do something about it.”
Miranda Ward
Linkedin
Love it. Best thing from SEEK since their launch.
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The exact same strategy used to launch the brand. ‘Seek and you will find’ was all about encouraging people to ask themselves ‘why spend your life doing something you don’t enjoy’ and ‘to do something you love.’ It leveraged the life lessons of older Australians who ‘encouraged people to reflect’ on their own aspirations, which in turn ‘stimulated restlessness and an appetite for change’. Unfortunately, a string of agencies and marcoms people decided that wanted to change all that. Thankfully, common sense has made a comeback.
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A decent ad! God it feels like a while since Australia produced one.
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This is excellent work. Congrats to all.
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ive actually had this ad come on TV while ive been in the house but its one of those ones you have to watch start to finish to get it.
now that i get whats going on i really like it. top marks to the people behind what ever digital trickery they used to do it. very smooth
hurrah!
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Good ad, but hopefully they can manage their frequency well – seeing this ad anymore than twice would be an absolute bore.
If I saw this as much as the Budget Direct ads for Captain Risky lately, I think I’d be watching ABC a lot more…
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That is inherently depressing.
And that’s why it works.
Nice work.
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Sorry to spoil the party folks but this is a very,VERY,old idea.
It’one that’s rolled out almost annually for superanuation/retirement funds.
Sure, it is techniquely proficient but that’s the least you expect these days from good production companies.
But as an idea?
Recycled.
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You’re not spoiling the party @Really, you’re just making baseless comment without evidence. Post a link why don’t you?
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“Techniquely” was a highlight for me.
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Is it really just 13yrs at work? Nice ad makes me think, so works for me.
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So depressing it makes me want to quit my job, hang with the family and go surfing.
Life’s too short.
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lightbulb moment for me. better get on LinkedIn to network / find a new job
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tell us a tiny bit about how they did it please. its amazing direction and vfx
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