Oldies- archiwa tagu

Materiały, co do których nie jestem w stanie ustalić ich pierwotnego źródła - kiedyś na nie trafiłem i zalegały na dysku.

Materials to which I am unable to tell their original source, and since I’ve spotted them, they were stored on my hard drive.

Inside the wrong job? – 51job.com China

An another revelation of the ‘Oldies’ category. AFAIR media used in this campaign was print, rather not outdoor. 51job.com is a leading Chinese headhunting website – well, at least according to a quickly found description. I’ve been planning to give positive review to this campaign, but the phrase ‘headhunting’ puzzled me a bit. If it would be an ordinary job seeking website, used concept would be great, but if it is headhunted-oriented, I am not so sure… This sing 招聘 should mean recruitment, so now I am rather sure of its headhunting orientation.
WRONG!
Concept is not right, or would be right if someone would have planned to seek brokers and office workers among unqualified people. It would have been a beautiful world if it would be true, but sadly it is not. Campaign is giving us mixed signals, more in the Cons.

Pros

  • Excellent idea for a job-seeking website oriented for the employees who are searching by themselves how to improve their career. A Road Worker can become a Broker, I do not see any obstacles if he’s just having enough determination. But only then.
  • Idea of breaking from a self-created imprisonment is very good.

    • Cons

  • Office worker transformed into a Diver – I can buy that, why not. There are no special (AFAIK) qualifications needed to become a diver, beside an extended course, so ‘downgrading’ from a current position is not a problem. I see the major obstacle in the opposite direction, presented on the Road worker print. Especially, if 51job is a headhunting oriented website. Headhunting for me means, that competeting companies from that same sector, are trying to attract to them the best qualified employees. I do really doubt, that a HR specialist would search for a broker among other non-financial related sectors, or people with required education. Because of this, this campaign looks a bit naive.

    • Possible improvement
    You may say:

    ‘Right Jan, so should we show in our print transformation of a commodity broker into a stock broker (with a distinction of a different tie color?). Where is the fun in that?’

    Nope, if we’re still planning to be faithful to the original concept and our website is headhunted oriented, we should explore the path of the Office worker – Diver print, which is quite good indeed. Convince viewers that thanks to our website they may make their career dreams come true, find the fun in their daily work, but keep as much realism as it is only possible. Use common dream-jobs, like airplane pilot, writer, or anything else. Make ‘stop the daily boredom of your work’ your primary theme.

    Implementation in Poland
    In my recognition my fellow countrymen are cynical, and hard to buy with cheap tricks. Also, they may find hard to believe in the make-dream-job-come-true theme. Still, I think that the core concept, of breaking the daily routine in your job, nicely visualized here can be developed in any country.

    Evaluation: 3,5/6

    Tagi: In ENGLISH, Marketing, Oldies, Print. Autor: Jan Habza
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    Materiały, co do których nie jestem w stanie ustalić ich pierwotnego źródła - kiedyś na nie trafiłem i zalegały na dysku.

    Materials to which I am unable to tell their original source, and since I’ve spotted them, they were stored on my hard drive.

    This biker is not going anywhere – SBS Australia.

    An ambient project from Australia, created by the SBS TV station, which had been covering Tour de France race at the time. Idea is simple – put one guy in a shiny yellow suit on the street, and order him to pedal for 21 days (fortunately not 24h, but from 8 am to 4 pm, and with two days of break-off as in the original race…). But the poor biker is not going anywhere, as his pedaling is powering the scroll of the metrolite/citylight stand. Event was projected as an endurance test (but it is a bit hard for me to see a clear connection between a TV station and endurance…)

    Pros

  • If the duration period and dates were chosen as of the original race (we do not have enough information) – ok
  • Even the ads are an endurance event – very good slogan if we believe in the link between TV station and endurance. I might have had placed it in the Cons section, as I believe that every marketing action should not only focus on the promotion of specified product/event, but also brand which stands behind it. Here I do not see it. Also yellow, a good color for pointing above crowd, in this case is AFAIK not associated with the company colors.

    • Cons

  • Stand design is nothing unusual – just an ordinary metrolite with a bike attached. If it was planned to distinguish itself from the metro jungle, it would be better if it would had been designed larger, maybe with let’s say few LCD’s with transmission (due to the time zones difference, it would be probably a retransmission) of the race.
  • Only one location (again, the info…)? We do not know that, but if the biker was located all the time in one place, even if that was Melbourne’s Times Square is an obvious waste of resources. Bike is a definition of mobility, so every day (all even few times during that same day) it should be moved through a set of different popular locations.
  • Pointless effort – why the bystander should not ask himself – what a waste of resources/time, as there is no added value to this project. It creates and leaves nothing.

    • Possible improvement
    Socialize it, involve the people. Why not combine that single guy efforts with a charity event (always a relatively cheap way to gain publicity). Let’s say that on the final day of the race SBS makes an event on a local stadium, and pledges to do something (probably give money of theirs or sponsors) for a selected charity. They would invite people with their own bikes on the stadium ,give them distance meters, and tell that they (or sponsors) will donate a sum for every kilometer they will ride that final day on the stadium. There would be a possibility to make a larger health-related event of that.
    Put a kilometer meter, or some bar/scale which would present achieved distance.

    Implementation in Poland
    Not likely, not only because of the weather conditions, but also because of the niche the cycling sport is. It _could_ be used together with a sort of a social/health campaign, or promoting biking as a way to spend time.

    Evaluation: 4/6

    Tagi: Ambient, In ENGLISH, Marketing, Oldies. Autor: Jan Habza
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