CLIENT
CareerBuilder
Matt Ferguson, CEO
Richard Castellini, VP - Consumer Mktg.
Cynthia McIntyre, Senior Dir. of Advertising
Chu Chang, Mktg. Coordinator
AGENCY
Karen Seamen, Executive VP - General Mgr.
Marshall Ross, Chief Creative Officer
Louis Slotkin, VP - Group Account Dir.
Barb Werner, VP - Group Planning Dir.
David Estoye, Art Dir.
John Reid, Copywriter
Amanda Ludwig, Media Supervisor
Bryan Rotunno, Account Executive
Chris Noble, Account Supervisor
Marcia Selig, VP - Group Media Dir.
Phil Flickinger, Brand Planner
SUMMARY
With the innovative use of Street Teams, CareerBuilder looked beyond traditional communications and created a highly engaging way for consumers to interact with the brand. Street team members were dressed in ridiculous costumes such as giant plungers, giant tape dispensers, and giant pairs of underpants. The teams - designed to spark a brief empathetic connection with consumers - passed out postcards that read, Is your job worse than mine? Check out CareerBuilder.com.With a limited budget, the objective was to build awareness for CareerBuilder by generating media coverage of the program.
