FIGARODIGITAL.CO.UK
N
Mark Rhodes, Marketing Director at
Reed.co.uk
Job’s a Good ’Un
Mark Rhodes, Marketing Director at
Reed.co.uk, tells Figaro Digital how the online recruitment site came up with the ‘Love Mondays’ campaign, in the process creating the UK’s most successful TrueView ad on YouTube
othing says Monday like an overcrowded train full of fed-up commuters. If there’s a
moment in the working week when people are most likely to visualise themselves in other jobs, it’ll be while stood elbow-to-elbow at seven thirty in the morning. In fact, according to a study by
Reed.co.uk, an easy daily commute is top of the list when it comes to factors influencing job satisfaction. Insights like this helped lay the foundation for the recruitment agency’s brand-defining ‘Love Mondays’ campaign. ‘Love Mondays’ kicked off in 2007 and the messaging was immediately clear: use
Reed.co.uk to help find a job you’ll enjoy. “The idea was really simple and positive,” Marketing Director Mark Rhodes told delegates at the Figaro Digital Content Marketing Seminar. “Anybody who’s ever had a job in their life knows exactly what it is.”
The campaign began with outdoor advertising aimed at commuters. “These are people who are working—they’re getting up every day and are going to be in a state of mind to respond appropriately to the ‘Love Mondays’ message,” says Rhodes. From a rail-side billboard asking ‘All work and no pay?’ to road signs reading ‘Stop faking it… Try a new position’,
Reed.co.uk’s messages painted the UK’s commuter routes with lively and provocative outdoor ads. “We did some iconic stuff and spent big on our outdoor. It was really well received. This, along with the obvious direct response activity, became the staples of what
Reed.co.uk did.” Amplifying
the message meant getting the campaign online and reaching new audiences, wherever they might be. “In the mid-noughties we started doing homepage takeovers for companies like
Handbag.com and
Thetimes.co.uk. We played around with it for a while, and in 2012 we started to do television advertising.” It was at this point that the
character ‘James Reed’ was introduced into the campaign: a mock-superhero (who happens to share his name with Reed’s Chairman) capable of zapping job seekers into their dream roles. Currently portrayed online and on TV by actor Rufus Jones, the original idea came from a winning entry in
Reed.co.uk’s annual short film competition. Filmmakers Jonathan Brooks and Mat Laroche were prize winners in 2011 and 2012 and the duo, collectively known as CHIPS, not only went on to create the official
Reed.co.uk ad, but signed to Mistress Films and have since worked with Volvo, Mazda, Allinson and won a British Arrow award for their Save The Children campaign.
THINK OUTSIDE THE (TV) BOX To reach a growing market of digitally-native jobseekers, Reed.
co.uk needed to integrate their various channels. “YouTube was a fairly obvious
playground in which to extend the brand campaign,” says Rhodes.
Reed.co.uk’s own research indicated that 93 per cent of Gen-Z users visit YouTube once a day, and more than half that demographic visit multiple times a day. In fact, notes Rhodes, “It’s debatable as to whether this is an audience that
View the agenda and register at fi
garodigital.co.uk/conferences.aspx or call 020 7870 3380 FEATURE BY ESTELLE HAKNER 36 issue 25 july 2015
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