These days virtually any task can be checked off your to-do list without leaving the snuggly pants-less comfort of your bed. In fact, we’ve become so accustomed to being able to do absolutely everything online from groceries (best.invention.ever) to finding a new, erm, “life partner” with the simple swipe of a Doritos stained finger across a screen, that we’ve forgotten what things were like before.
You had to pay bills in banks. Actually physically be present at lectures and use a pen to write notes. Talk to people. And find a new job by tediously scouring the local papers.
That is, until seek.com.au saved us from the horror of the latter.
They had the bold vision of taking the torture out of job hunting and become the number one job site in Australia.
They had the platform but they needed a high impact campaign to grab unhappy workers by the eyeballs and compel them to seek something greater.
That’s where we came in.
SMART conceived, designed and implemented a delightfully cheeky brand strategy and subsequent campaign to launch seek.com.au into the market.
Highly targeted messages including “truckin’ good jobs” and “get your career rollin’ rollin’ rollin’” (an outdated pop culture reference to a song by Limp Bizkit) were plastered across trucks and cleverly placed coasters invited drinkers to “piss your old job against the wall.”
Ads highlighted seek.com.au’s wide offering with “more positions than the kama sutra” and appealed to ambitious seekers' sensible side, “just in case you don’t become a popstar.”
The launch was deemed incredibly successful and as the seek.com.au business grew, SMART developed and launched each of the business’s microsite sub-brands, including SEEK campus, SEEK Executive, SEEK IT and SEEK UK.
Seek.com.au is now visited by jobseekers and employers about 15 million times in any given month, with online jobseekers spending 83% of their job hunting time on SEEK. With these statistics in mind, it’s hard to believe that not that long ago, no one had heard of SEEK, nor considered searching for a job online.