'Wake Up' to new opportunities says Monster India's new campaign

Monster India, one of the leading online career and recruitment solutions provider and flagship brand of Monster Worldwide today announced the launch of its disruptive digital campaign: ‘Wake Up’. The campaign aims to take Monster’s value proposition of Find Better to the next level thereby enabling jobseekers with Better Access, Better Connections, Better Jobs.

Monster India launched its new brand positioning of ‘Find Better’ with a tag line- Get lucky. Get Active on Monster. The company is all set to move to the next level as ‘luck’ would favor those who look for ‘Better’ and to ‘Find Better’, one needs to ‘Wake Up’ to the new opportunities.

The campaign addresses a vast majority of passive jobseekers who make do with their average jobs, ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, ‘Wake- up’ to their true potential and capitalize the opportunity.

Commenting on the launch of the ‘Wake Up’ campaign, Sanjay Modi, Managing Director, Monster.com (India/Middle East/Southeast Asia) said, “With the new ‘Wake Up’ campaign we take our value proposition to the next level by giving a wakeup call to passive jobseekers who are somehow going on with their routine jobs but don’t feel in control to change it. ‘Wake Up’ campaign is our effort to reawaken their sense of curiosity, control and optimism and communicate a positive ‘call to action’ by emphasizing that there is a better opportunity out there.”

“The recent global survey conducted by Monster and Gfk, strengthens our confidence that India needs a “Wake Up” call. As per the research, 70 percent people have expressed that they are content with their current jobs but they are not. From the feedback received, it appears that they would like to explore opportunities. Hence, ‘Wake Up’ call is targeted at this vast majority of people who need to make the most out of the opportunity that exists out there,” he added further.

‘Wake Up’ is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of ‘wake up to the new opportunity’ is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.

The series of ‘unbranded’ teaser videos have generated curiosity about the campaign. All the characters in these humorous teaser videos have been seen trying to ‘Wake Up’ a sleeping man who despite their efforts does not wake up. Today we unveil the main and the concluding video with the main character: a Fish. It is eventually the ‘Fish’ in this man’s dinner plate that wakes him up by talking to him and telling him the fact that unlike the ‘Fish’, he still has a chance to ‘Wake Up’ and take action.

The ‘Wake Up’ campaign has been conceptualized to engage the users. Monster India is asking users to create their own wacky videos on the ‘Wake Up’ theme and upload them online or on social media platforms. The shortlisted ones will be promoted on Monster India Facebook page.  Monster India is also set to launch a ‘Wake Up’ application on Facebook to sustain the user engagement.

“We are confident that the new campaign will resonate with jobseekers thriving in the digital sphere enjoying high social media and video consumption,” added Modi.

“We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up - someone more dead than him!”, said Titus Upputuru, National Creative Director, Dentsu Marcom.

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