‘Road Less Traveled’ Theme Gets Further Play; Review Overseas
BOSTON–Monster.com in May will launch a $40 million campaign, building on the “Road Less Traveled” theme introduced during the Super Bowl.
Mullen will produce three to five more TV spots this year for the U.S. market, along with outdoor and print ads that focus on how consumers can use the Web site to find their path in life, said Anne Hollows, Monster.com’s senior vice president of global brand strategy.
The use of the Robert Frost poem in the Super Bowl ad sought to underscore that “everybody is different and has their own potential to fulfill,” Hollows said. New ads will highlight the services the site has to offer besides job searches, such as career advice.
Monster.com, Maynard, Mass., already is the No. 1 site for online job hunting, Hollows said. “The challenge is to demonstrate that we’re relevant to [consumers] in their day-to-day lives.”
Print ads will run in business, lifestyle and hobby magazines with the copy tailored for each type of publication. The campaign will retain the tagline, “Work. Life. Possibilities.” Outdoor executions will appear in 10 top markets.
Mullen executives declined to comment last week on the upcoming campaign.
As it seeks to strengthen its brand in the U.S., Monster.com is trying to extend its global reach and aims to market its site in 20 countries by the end of the year, Hollows said.
The company recently hired Ammirati Puris Lintas in Sydney, Australia, to kick off a campaign March 29 in Australia, New Zealand and Singapore. Like Mullen, Ammirati is owned by the Interpublic Group of Cos.
The two agencies will consult with each other, but Ammirati is developing a campaign specifically intended for those markets and tagged, “Get your life working,” Hollows said.
On the European front, Monster.com is consolidating accounts in the U. K., France, the Netherlands, Belgium, Germany and Ireland, and starting an agency review. The company does not know how long the review will take and has not settled on an ad budget, Hollows said.
Monster plans to develop individual campaigns for each European country, but wants one shop to handle them all. K