CareerBuilder.com returns to the Super Bowl for the fifth consecutive year and debut its new 2009 campaign during the third quarter of the big game with a 60-second spot. Reinforcing the company’s brand and tagline – Start Building — the campaign positions CareerBuilder.com as more than a place for good jobs, but as a partner that can help job seekers build their careers. The integrated campaignvia by Wieden+Kennedy, includes new TV spots, print and online advertising and a viral component.
All elements will incorporate CareerBuilder.com’s signature use of humor, but will focus more on CareerBuilder.com as a resource for job seekers, providing useful job tips and tools. Super Bowl viewers can expect to see a koala bear, a co-worker in a Speedo and other memorable imagery to depict surefire signals that it’s time to start building a better work situation and go to CareerBuilder.com today.
Post-game stats year after year prove the Super Bowl is the right investment for CareerBuilder.com. "We see a clear return on investment each year from the Super Bowl, with a multi-month surge in job seeker traffic and job applications, as well as increases in employer job postings and strengthened brand awareness," said Richard Castellini, Chief Marketing Officer at CareerBuilder.com.
In the three months following its 2008 Super Bowl advertising, CareerBuilder.com posted:
— 68% increase in job applications on CareerBuilder.com year over
year
— 20% increase in CareerBuilder.com-driven channel sales year
over year
— 10% increase in CareerBuilder.com traffic year over year
This year’s campaign is building on the momentum of previous years and delivering a message that is both relevant and timely.
