The integrated campaign, with the tagline “Your Calling is Calling,” was developed by BBDO New York. The budget was undisclosed.
“This global brand relaunch sets the groundwork for the next evolution of the Monster brand,” said Joan Blackwood, CMO of Monster Worldwide. “Monster is, and wants to get deeper into, becoming a life improvement provider.”
Blackwood said Monster conducted extensive research with its target audience of job seekers and found that a better job translates to a better life.
“Job seekers communicated to us that if we help them find jobs that are more meaningful to them, then we are helping them find their calling, and we are a conduit to a better life,” she said.
The campaign includes TV, print, radio, online and out-of-home.
One TV spot, called “Daybreak,” shows people awakening before dawn on a Monday and collectively rallying to postpone the day by fighting the onslaught of daybreak.
“It is based on the simple concept that people often view Monday as a battle, but that Monster can help make Mondays something to look forward to,” Blackwood said.
The second spot, called “Slots,” shows people riding around on tracks, or slots, that carry them through city streets and office environments, in contrast to a hero who, thanks to Monster, has chosen a different path.
The TV campaign is running on major broadcast and cable networks, including ABC, CBS, NBC, ESPN and CNN.
Print ads use the same creative platform and are running in national newspapers and magazines including Fortune, People and Rolling Stone, and will roll out to vertical industry trades over the next few months.
The online campaign also builds on the creative platform of people trying to improve their lives, and incorporates several enhancements to the Monster.com site, including a redesigned home page, enhanced search capabilities, and a Google Maps feature.
“The objective is to drive users to Monster.com, incite them to action and engage them through content so they’ll do a job search,” Blackwood said.