Monster India, a leading online career and recruitment solutions provider and flagship brand of Monster Worldwide, yesterday announced the launch of its disruptive digital campaign, 'Wake Up'. The aim of the campaign, conceptualized by Dentsu Marcom, is to take Monster's value proposition of 'Find Better' to the next level. Jobseekers will be enabled with better access, better connections and better jobs.
Monster India launched its new brand positioning of 'Find Better' with a tagline 'Get lucky. Get Active on Monster'. The company is all set to move to the next level as 'luck' would favour those who look for 'Better', and to 'Find Better', one needs to 'Wake Up' to the new opportunities.
The campaign addresses a vast majority of passive jobseekers who make do with their average jobs, ignorant of the limitless opportunities that exist. The campaign urges them to rise above mediocrity, 'Wake Up' to their true potential and capitalise on the opportunity.
Sanjay Modi, Managing Director, Monster.com (India/Middle East/Southeast Asia), said, “With the new 'Wake Up' campaign we take our value proposition to the next level by giving a wakeup call to passive jobseekers who are somehow going on with their routine jobs but don't feel in control to change it. This campaign is our effort to reawaken their sense of curiosity, control and optimism and communicate a positive 'call to action' by emphasising that there is a better opportunity out there.”
'Wake Up' is a unique proposition that uses interesting relatable characters to convey the core message strongly. The serious message of 'wake up to the new opportunity' is communicated in a unique and creative fashion with the use of animation that e-recruitment category in India has never seen. The campaign conveys the message in a direct, clean and humorous manner.
The company released several teaser videos at first. One of them shows a man sleeping at his office desk while a child runs around, making a mess and lots of noise. He screams and shouts and breaks things but the man does not wake up. A second video shows an opera singer trying her level best to wake the same man up by singing at the highest pitch possible. However, even as glass objects in the room shatter, the man continues to sleep soundly. Another video finds the man being shouted at by a man dressed suspiciously like Tarzan. Dracula makes an appearance as well, but the man refuses to wake up. A lamb comes and bleats as well, but even though the man momentarily wakes up, he falls back into his slumber again.
The series of 'unbranded' teaser videos have generated curiosity about the campaign. All the characters in these humorous teaser videos have been seen trying to 'Wake Up' a sleeping man who despite their efforts does not wake up. As they unveil the main and concluding video with the main character – a Fish – it is revealed that it is this 'Fish' in this man's dinner plate that wakes him up by talking to him and telling him the fact that unlike the 'Fish', he still has a chance to 'Wake Up' and take action. The voiceover declares that you don't find wake-up calls like this in real life. So you have to wake up and log on to Monter.com to find better.
The 'Wake Up' campaign has been conceptualised to engage the users. Monster India is asking users to create their own wacky videos on the 'Wake Up' theme and upload them online or on social media platforms. The shortlisted ones will be promoted on Monster India Facebook page.
“We had to come up with a creative idea that would not just make people sit up and notice but actually wake them up. So we thought of several ideas and ways to wake people up. Need we say, we put those many waking hours! We had a ball too, going from fiction to mythology to the jungles and almost everywhere. So while a shrilly opera singer, a bleating sheep and a goofy Tarzan try to wake up our protagonist, we had to go underwater to find the ideal one to wake our guy up – someone more dead than him!” said Titus Upputuru, National Creative Director, Dentsu Marcom.
The company plans to take it to the social media with a 'Wake Up' application on Facebook to sustain the user engagement. “We are confident that the new campaign will resonate with jobseekers thriving in the digital sphere enjoying high social media and video consumption,” added Modi.
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