Monster.com

Madhusudan Panigrihi

Mayank Vyas

Ad campaign: Right job, right candidate.

Duration: 29 seconds.

Target Audience- Consumers/job seekers (B2C) as well as employers who are looking for candidates.

From the find-a-job positioning, this new campaign was designed to help job seekers see Monster as a place to fulfil their passion in work. It was about having a career and not just a job; It was about the passion and determination people bring to the work they do, whatever they do.

The Ad conveys the message as in, "where are you? come to us we will help you! we have so many options; we are here to fix your problems and in the end(advertisement) customer is unable to get the right options and loses everything. Monster.com portrayed the Ad  in a negative way and showed that everyone in the Job portal industry generally follows this strategy.

They followed a proactive marketing technique i.e responsive marketing which finds consumer’s stated needs and feels it. As many other job portal sites are just about give jobs to the candidate without caring about their interest and profile match with the given job. But through flank attack strategy, Monster.com found that gap and through customization product differentiation strategy they customize the consumer’s requirement and as shown in this advertisement, that they not only find a job for you but also finds a right one, which will perfectly match the candidate's profile as well and help one to build their career path too.

Here the Ad says “What's the point of choice, if they don't want to work for you.” Which clearly indicates they too follow customer consulting technique which is basically a service differentiation strategy. Generally other job portal sites gives many types of options to consumers without considering the consumer’s interest, but Monster.com through this strategy offers data, information system and advice to the customers, which says that, they value each one of their customer’s interest.

Furthermore, advertising was adjusted and used much more effectively. Creative selection and ad positioning was fully determined by the tracking of clicks and acquisitions for both seekers and employers.

Our rating for the Ad: (out of 10)

Brand Recall                            8

The moment one sees the ad, they might not instantly remember that’s it is monster.com but they will definitely remember it!

Tagline                                      9

“Right jobs.Right Candidates.” The Tagline is to the point, crisp and clear.

Target audience Connection   8

This was post-recession era where people were actually finding it difficult to get a suitable job or the job of their choice. The ad basically talks about the right fit to the right job!

Entertainment                         9

High on entertainment with the background score, acting and brevity!

Emotional Appeal                   7

Execution (out of 10)

Story/Screenplay                    9

The beauty of the ad is its brevity; in such short time they communicated the message of confusion due to choices. The dangling man who is scared, to the confused fellow who adds to the fear! This relates to the current job scenario where job forums confuse people when it comes to employment by giving choices.

Music                                      8.5

Then talking about the Ad’s audio and visual presentation it is very good .The background music appeals to its positioning really well.

Cinematography                      9

Good location.

Acting                                       9

The Ad has unknown artists and they look like any common passer-by relating to the concept of the ad.