- Totaljobs.com’s TV and radio campaign is hitting the air once again
- Push follows success of TV and radio campaign earlier in 2011
Totaljobs.com is launching the second phase of its ‘It’s not luck, it’s totaljobs.com’ television and radio campaign from the 5th of September. The launch follows the success of January’s venture into national television and radio, where the campaign saw the jobs website surpass the 3 million monthly unique users mark, reaching 3.75 million jobseekers in January.
The recruitment website is rolling out the TV and radio campaign again following January’s advertising push after a number of key successes:
- Instrumental in increasing the totaljobs.com market share 34% year-on-year
- Responsible for increasing the number of brand name searches by 90% year on year
- Saw the website receive over 100,000 applications in just one day, a 30% increase on last year’s highest figure
The thirty second television spots, created by VCCP London, feature household electrical goods discussing jobseeking, with Sir Ian Holm narrating. The majority of the ads are to be aired at prime-time and will appear from the 5th of September until the 2nd of October across ITV Channels, Channel 4, Five and multichannel providers Sky, Freeview and Virgin as well as video-on-demand providers ITV.com, 4OD and SeeSaw.
Along with TV, the campaign will also see adverts aired on 30 regional radio stations across the UK between the 5th of September and the 27th of November, with reach being uplifted to the North West, London, the Midlands and the South. Furthermore, for the first time totaljobs.com will be sponsoring London’s LBC radio midmorning show presented by award winning presenter, James O’Brien.
Caterina Masso, senior marketing manager of Totaljobs.com, says of the campaign: Following the great work VCCP London did in January, the ads again will hopefully reinforce the message that job seeking is a very personal experience and that we can work in a collaborative way to help jobseekers improve their chances of finding a job.
Caterina Masso believes that the success of the ads in January will be replicated again: “The campaign in January resonated with jobseekers immediately, helping to increase our market share dramatically and kick off 2011 with a bang. This is a result we’re keen to replicate with this next phase of advertisements.
The campaign has been so successful, as we’ve been able to take an integrated approach that draws on the ads for inspiration. This includes providing reams of advice on our website about the importance of being properly equipped to find employment. All of which will help to demonstrate that finding a job isn’t about luck.”
Simon Gregory, Planner at VCCP added his thoughts on the second phase of the ads; “We’ve had a brilliant reaction to the campaign so far and this has largely been due to the use of such a salient insight. ‘Luck’ can often feel like such an important factor in finding the right job, but when you have totaljobs.com support and expertise at your side ‘luck’ is no longer relevant. This campaign positions totaljobs.com as the antidote to the fallacy and helps confirm the brand as the go-to partner in finding the perfect job. The messaging is clear: you don’t need luck to find the right job. You need totaljobs.com.”
