Pushing the luck factor: Monster.Com

Dentsu Marcom recently conceptualized a new campaign for Monster.com. The campaign is based on a survey conducted by Monster.com. According to the survey, 80 percent of Indians believe that getting a new job is not just dependent on your capabilities and experience but ‘Luck’ plays an important role too. 69 percent people in India believe that ‘Luck’ plays an important role in job search as well.

 

Taking this very insight ahead is Monster.com’s new campaign to launch its new positioning ‘Find Better.’

 

The new TVC features two candidates who try to carry every possible symbol of luck with them to enhance their chances of getting a better job. While they are busy in their match of strength over whose ‘luck’ is more powerful, the monster candidate who got lucky by being active on Monsterindia.com walks away with the job  .The TVC exaggerates the acts of superstition in a humorous manner to show the extent that people go to, to get luck on their side. It then drives home the point that with Monster.com, you get luck on your side. The humor element has been tackled well in the TVC.

 

With social media and professional networking playing a pivotal role in all spheres of our lives, there has been a shift in the way both jobseekers and employers are consuming services. This new media opportunity led the path for Monster to innovate in the e-recruitment space. Monster is the worldwide leader in successfully connecting people to job opportunities. From the web to mobile to social, it helps companies find people through a most advanced technology. Monster’s innovative products and services help connect jobseekers and employers better than anyone else across the world. 

 

Monster India has also introduced the new user interface. The company launched Monster CollegeTM to facilitate campus hiring; Monster JobsActive in partnership with DishTV to help people with no internet access apply for jobs through Monster India. The company also launched The Monster Employment Index (MEI) which is a monthly gauge of online job posting activity in India based on a real-time review of tens of thousands of employer job opportunities culled from a large representative selection of career Web sites and online job listings.  Thus, the campaign has been given an extra edge.

 

The media mix used for promoting the campaign is television, digital, radio and activations.

 

Finding a better career / job is serious business, it’s no laughing matter. And yet, there is a danger of the brand and the business becoming too serious, too “manufacturer” oriented.

 

The trick for a brand in this category is to find the right balance between creating clutter-breaking brand communications without dismissing the serious nature of the task at hand.  The thing, though, is that job-searching is subject to many vagaries: The pool of candidates in the fray, their relative ranking in the pool, having / not having any “contacts” in the field, the possible hiccups with the search and results of the job site, the timing of the opening, physical location of the opportunity, idiosyncrasies of the hiring manger, cultural fit, compensation criteria, not to mention an inevitable X factor. That X factor? It’s a little something called luck. And in India, as in most parts of the world, luck plays a huge role in almost every sphere of our lives.

 

Or at least, people like to believe that. From the use of innumerable lucky charms to invoking many symbols of auspiciousness from human and other-worldly sources (caution against signs of good-luck such as sneezing, breaking glass, walking under a ladder, having a black cat cross your path), luck is wooed relentlessly.

 

The new campaign informs audiences that Monster.Com with better access, better connections and better jobs is the perfect concoction for a successful career.

 

 

Activation Client: Monster.com India Ltd

Head of Marketing: Anshul Punhani

Creative Agency: Dentsu Marcom Pvt Ltd

Account management: Sunita Prakash, Sambit Burman, Kulanath Kaushik

Planning: Narayan Devanathan, Rabia Sooch

National Creative Director: Soumitra Karnik

Copywriter: Aneesh Ayyappan

Visualiser: Himanshu Sharma

Films Head: Suprotim Day

Director (of the film): Abhijit Chaudhuri (Dadu)

Production House: QED Films Pvt Ltd

Producer : Smitha Baliga

Post Production Studio: Pixion – Sumanth David vfx supervisor/compositor

Music credits: Amar Mangrulkar