Career Shapers campaign
Park
Based on the truth that we all set ourselves life goals but find that temptations and inconveniences get in the way of these goals, we set about creating an engaging ad campaign that would reinforce Park's 'career shapers' positioning. The ads depict a life-goal 'note to self' and a related image that the target audience can relate to. A humorous headline highlights the inevitable reality of the likelihood that the goal will be tough to achieve. This use of a familiar truth and humour, along with Park's understanding that not all life goals are as easy as getting your career in shape, help connect Park with their audience in an engaging way.
The campaign appears in various media alongside multi-positional press adverts. QR codes are used on these so that the reader can whip out their smart phone, scan the barcode and be taken directly to the featured job description on Park's website to learn more. A great way to measure how many people visit the page using the code to evaluate the effectiveness of the media and appeal of particular roles.
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