Jobstreet - Better Matches
8. Brand Experience & Activation Kancils [8.9 Best brand experience & activation-led integrated campaign]
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Links:
Product/Service:
Job Recruitment Agency
Client:
Jobstreet Malaysia
Brief:
Jobstreet launched a unified platform offering Malaysians job opportunities across five new markets, powered by AI matching. However, the campaign faced key issues: Declining Applications: Despite poor work-life balance, job applications dropped 25% post-pandemic, as many workers remained disengaged. Negative Experiences: 26% of users found Jobstreet listings irrelevant, leading to skepticism and low motivation to search for new roles. Low Recall: Jobstreet struggled to stand out, with only 47% average campaign recall. Our task: (1) create messaging that differentiates Jobstreet, and (2) deliver experiences that motivate users to trust the platform and re-engage with job searches.
Solution:
The Idea:
Introducing 'Wild, Wild World' a playful concept where animals are hilariously stuck in mismatched jobs, only to be rescued by Jobstreet, symbolized by an ambulance siren and the promise of "Better Matches."
Using animals allowed us to illustrate the absurdity of mismatched jobs in a fun, non-offensive way, capturing attention and authentically portraying the struggles of being in the wrong role. The humor of these scenarios, followed by happy endings, delivered a hopeful message: the right job is within reach.
Jobstreet was positioned as the solution, offering an easy, successful way to find relevant job matches. This approach aimed to rebuild trust and motivate candidates to actively seek better opportunities.
