Indeed
Click With Courage
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Objective: Make Indeed the first job site young adult job seekers (18-24) think of and consider when they begin their next job search. Specifically, increase unaided consideration among U.S. ages 18-24-year-olds by the end of 2023.
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Idea: Gen Z is stuck in the job search due to analysis paralysis. The feeling of confronting their future head-on is too much to handle and with a job search that seems complicated, ambiguous, and impersonal, why even take the first step with Indeed? To show them that the search isn't as scary as it seems, we will combine the target's love of absurdity and nostalgia. We'll create searching scamp characters to act as liaisons between Indeed and the target. With their humor and transparency, they'll show Gen Z how Indeed provides tools that combat this analysis paralysis and how to use them. Through the scamps, the target learns how they can have a simple, transparent, and human job search with Indeed.
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​Contributors: You can see each team member at https://www.aaftxstate.com/nsac2023
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Awards:
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2023 National Student Advertising Competition- 1st Place in District 10 , 1st Place in Regionals, and 2nd Place in Nationals
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2024 San Antonio Addy Awards- Gold in OOH/Experiential, Silver in Social Media, Bronze in Best Campaign
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Meet The Scamps
Whitney is a girl’s girl. She’s four hard-seltzers deep and doesn’t have time for fakes, snakes, or ambiguity. That’s why she’s the hype-scamp for Indeed’s transparency measures.
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Frank has lived in the same rent-controlled Brooklyn trash can for 30 years. He reeks of many things, but mostly of authenticity. He’s a big fan of Indeed’s ability to make the artificial feel real.
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Maurice and Denise, two complete opposites, are stitched together at the hip. They even went to prom together! Their complex relationship allows them to appreciate Indeed’s straightforward features that allow for a work-life balance.
Video Spots: 2 videos (30 seconds each)
This video will play across Youtube and Hulu. In this ad, Frank helps a job seeker who's gone crazy trying to make the perfect resume. With his humor and candor, Frank tells him that he can make his best resume on Indeed's resume builder in little time.
This video will also play across Youtube and Hulu. In this ad, Whitney helps a job seeker who doesn't know what to ask for when it comes to salary expectations. With her sassy, yet charming attitude, Whitney shows how the job seeker can use Indeed's salary estimates to know what to ask for.
Out-of-home: 1 elevator wrap, 1 bus wrap, and 3 lenticular posters
Many job seekers are scared to start the process because of the unknown. However, when the shadows of fear come lurking, you can visit Indeed. In this ad, Whitney shows how you can know what to expect in a job by using Indeed's transparent company reviews.
A job search that has too many steps is exhausting. Thankfully, Denise and Maurice are here to tell us about Indeed. With Indeed's 4-step set up, you can start finding jobs in no time.
With these posters, job seekers can learn how their fears can vanish with Indeed as they walk past. Here, the fear of creating a perfect resume vanishes as Frank tells you how Indeed's resume builder can show off your skills.
In this poster, the fear of not knowing potential companies/ employers vanishes. As you keep walking, Whitney shows up and tells you how Indeed's company reviews can help you see the right path for you.
As job seekers walk past, the fear of a never-ending job search disappears and Maurice and Denise tell us how Indeed's search filters cut the search in half while finding personalized postings for you.
TikTok Page
Since Gen Z spends all of their time on TikTok, we created a custom Scamp TikTok page where job seekers can learn the tools on Indeed that help make the job search simple, transparent, and human. The scamps will teach viewers how to use the tools while also expressing their colorful personalities.
Microsite
As an extension of Indeed's website, we created a Scamp microsite where users can learn about Indeed tools that connect to each scamp. With this site, the job search is simple and easy to navigate.
FreeWater ad
FreeWater is a company that provides free water for people. At events, we will give out these bottles with our ad on them. In this ad, we acknowledge that starting the job search can feel impossible. However, Maurice and Denise are here to remind us that Indeed's 4-step set up allows you to start fast, and easy.
Squishmallow claw machine
In our interactive selfie museums, we will have a branded Indeed Squishmallow claw machine. Here, job seekers, can win their very own scamp squishmallow and take them home as a reminder that they can conquer the job search without fear. The tags will have a little bit about each scamp and a QR code that takes them to our microsite.
Interactive Selfie Museum
Since Gen Z loves a good photo-op moment, we created an interactive selfie museum where job seekers can learn about Indeed's tools and take cute pictures to post on their social media.
In this selfie museum, there will be 3 sections, each branded with its own scamp. In the first room, Whitney will show how you can find transparent company reviews, the second room will be where Maurice and Denise show how you can find a work/ life balance, and the third room is where Frank will show you how the perfect resume is just a click away.
Wreck This Gallery
With this branded rage room experience, job seekers can wreck their fears about the job search and celebrate with their favorite searching scamps. Who doesn't need to let off some steam when it comes to the job search?
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Interactive Mural
This interactive mural will be made out of takeaway cards. At first, you see the shadows of fear. However, as viewers take away the cards, the searching scamps are revealed underneath. Once the scamps come out, you can see their encouraging statements about the job search. The cards will also include a QR code that leads them to the microsite.
