Tuk-Tuk - Taking You to Local Jobs

Background

JobsToday.co.uk is the off- and online ‘jobs board’ service owned by Johnston Press, the second largest local press publisher in the UK. They have 300 newspaper titles and own the Classified sections in all. JobsToday.co.uk can place local job adverts both online and within regional newspapers. This is a very strong point of differentiation and is at the core of their brand proposition - ‘taking you to local jobs’. The objective of the integrated campaign (ATL activity was developed by MCBD) was to create awareness of the brand and its proposition and drive traffic online. The aim of the B2B mailing specifically was to intrigue and entertain recruitment consultants enough for them to want to go online and start advertising with JobsToday.

Idea

To reflect the brand’s down-to-earth, fun and helpful personality, Elvis developed a charming Tuk-Tuk and driver for both its mail and online executions. The first mailer, sent to 480 of JobsToday’s best performing recruitment consultants, consisted of a folded A1 letter and electronic magic Tuk-Tuk. The letter folds out to reveal a ‘track of copy’, which the electronic Tuk-Tuk travels along, taking you as if by magic to the place to find local jobs: jobstoday.co.uk. The second mailer (which is due to drop in September) is targeted at 6,000 recruitment consultants and consists of a flat-packed cardboard Tuk-Tuk in a carrier. When opened, the Tuk-Tuk pops up and assembles itself so that the recipient is left with a Tuk-Tuk sitting on a letter.

Both mailers drive people online to enter a personalised microsite (www.jobstodaylaunch.co.uk) containing a special promotional launch offer. The personalised online element was incorporated to reflect JobsToday’s status as a strong online brand. A suite of online display advertising was developed to support the consumer-targeted above the line campaign. This included skyscraper, banner, MPU and rich media overlays. The digital ads play to the strengths of the medium by being both interactive and dynamic (see banners.jobstoday.elviscommunications.com for examples).

Results

Within the first month of the campaign, unique visitors to the website had risen from 177,000 per month to one million - meaning that JobsToday has already hit its year-end targets. The number of monthly page impressions has risen from three million to 14 million. 25% of people who clicked on the online advertising uploaded their CV. The magic Tuk-Tuk mailer has achieved an 8% conversion from mailer to microsite visit.

Target Audience

The direct mailer was targeted at local recruitment agents, while the online advertising targeted job-seeking consumers

Size

Magic Tuk-Tuk: 480 packs; Pop-Up Tuk-Tuk - 6,000 packs; Online ads: 15 million impressions

Our Thoughts

The trick with most 3D mailers is to send something that the recipient actually wants to keep or wants to play with. The magic Tuk-Tuk was designed to be one of those daft desk-top toys many of us like to have to distract us from our work. I can think of several senior figures in the advertising business who would be amused by it for hours on end.