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The Working.com campaign began last week and includes television, radio and print executions. The TV spot shows the pages of a chequebook turning to reveal an animated character sitting at his desk. A light bulb appears over the worker’s head, only to be plucked away by his passing boss.
The spot concludes with another shot of the chequebook with “Recognition for your ideas” written in place of a dollar amount.
Shawn Downey, senior marketing manager, online classifieds for Canwest, says the campaign—entitled “Meaningful Perks”—was designed to encourage job-seekers to consider non-financial factors when looking for new work.
“This messaging really falls out of the groundwork we’ve done on the business-to-business side. We’ve been talking to our clients and potential clients about employment branding, and the value of positioning themselves as top employers in terms of attracting quality candidates and the retention of employees they already have,” he says. “This campaign is the flipside of that, where we’re talking to consumers and saying that if you’re a career-minded person, you need to check out the top 100 employers because there’s perks that they offer and you can find out what’s out there beyond just a paycheque.”
Along with the advertising campaign, Working.com has launched its “Great Escape Contest,” which offers residents of Ontario and British Columbia the chance to win a trip to Costa Rica and receive a tour of one of the country’s coffee-growing estates. The contest is being promoted exclusively through coffee-sleeve advertising in retail outlets such as Timothy’s, Country Style and Treats.
Contestants can enter online until Feb. 25, with the winner to be selected by random draw.
Meanwhile, Canada.com is attempting to drive traffic to its travel site with the launch of its Travel Pix Trivia contest, which will send the winner on a trip for two to Hawaii. To enter the contest, consumers must view pictures of well-known images from around the world and identify them on an online entry form. All answers on the form must be correct for an entry to be considered eligible for the random draw to choose the winner.
Canwest is promoting the contest, which closes Feb. 11, via print, television and online advertising, including ads placed on Alliance Atlantis Internet and broadcast properties.
Erin O’Neill, director of marketing for Canwest Interactive, says that Canwest’s acquisition of Alliance Atlantis last year had little bearing on the placement of ads on Alliance websites and television stations for this particular campaign.
“We’ve been a partner of Alliance Atlantis when doing our media buys for a couple of years now, so the fact that they’re in the same family just strengthens that relationship,” she says. “We’re going to find ways of leveraging each other’s assets moving forward.”
Push, the interactive division of Toronto agency ACLC, handled the overall creative concept, as well as television and online executions, for both campaigns. Canwest’s internal marketing team developed the print executions and contest web pages based on ACLC Push creative files.
