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.
The spots will appear on
network TV and on cable, including CNN, CNBC, FX, TNT, E
Entertainment, VH1, and FOX Sports.
“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.
