In 2016, online recruiter totaljobs faced tough competition and needed a campaign that would provide standout against the big budgets of their three main competitors.
In a truly integrated campaign that had both creative and media at its core from the outset, our London media and creative teams came up with an idea that optimised totaljobs’ positioning: that they work harder than anyone else to get you noticed.
#MillionPoundJamie made genuine jobseeker Jamie Mudle the star of a £1 million advertising campaign to get him noticed and, hopefully, employed too.
Alongside being the face of totaljobs’ out-of-home advertising at 12,000 sites in and around London – the location of his dream job – Jamie also appeared across the UK via social media and the totaljobs website to ensure reach and recognition.
The campaign also saw totaljobs use its tools and tech to match Jamie with relevant jobs, working with industry experts, including star of the BBC’s The Apprentice Claude Littner to hone his CV and interview skills, and give him a complete career makeover.
And all that effort paid off; with Jamie landing a role as a customer experience assistant and office support at contemporary British fashion label Finery.