TheLadders.com, an online marketplace for 100k+ jobs, announced the launch of its first national campaign. The company has tapped Fallon Minneapolis as its first AOR.
Fallon’s scope of duties includes creative development for TV, print and online channels; connection planning; and media planning and buying. It’s estimated that the size of this 100k+ market segment is abouy 10 million people.
The campaign breaks nationally with print and television spots, both called “Tennis Court.” The TV spot depicts a championship tennis match in which madness ensues when droves of people run onto the court trying to get into the game. The visual chaos of the spot conveys a sentiment that is familiar to many job-seekers who have tried to apply for a job online: when you let everyone play, nobody wins.
The media buy includes print running in The Wall Street Journal, while the TV will run nationally on cable, including CNN, MSNBC, ESPN, Bravo, Sci-Fi, Food Network, and Fox News.