reed.co.uk launches three month brand advertising campaign

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reed.co.uk launches its largest, most comprehensive brand advertising campaign to date on Sunday 6 January. The campaign, which includes national TV, outdoor and digital promotion, will run until mid-April.

The 2013 TV activity sees comedian and actor, Rufus Jones, return in his role as Captain Reed, an intergalactic space traveller who has the power to change people’s lives by changing their careers. The commercials, which also include cameo roles from staff members at reed.co.uk, will air nationally on terrestrial and satellite channels, including a launch spot during ITV1 show, Dancing on Ice, on Sunday 6 January. The campaign will reach more than 42 million adults over a nine week period.

Alongside television, reed.co.uk will run an industry-first digital outdoor campaign, launching in January and running until mid-April. For the first time, animated digital posters will display live feeds of vacancies relevant to the location of the advertising. The activity will run nationwide at major rail stations and on digital bus shelters within central London, which also feature NFC (near field communication) capability, allowing people to hold their smartphone against the ad to be taken to reed.co.uk’s mobile website.

The new campaign will also build on reed.co.uk’s successful strategy for digital promotion and social media engagement, which saw ‘likes’ of their Facebook page rise to more than 17,000 during the autumn campaign. Activity in January will see the launch of a new Facebook app, more promoted tweets, industry-focused content partnerships and wide-ranging targeted video advertising, including pre-roll and catch-up TV services.

 

Mark Rhodes, Marketing Director at reed.co.uk, comments:

“This campaign is the most ambitious candidate attraction drive we’ve ever undertaken, taking in television, out-of-home and digital advertising across a three month period.

“TV worked extremely well for us in 2012, both in terms of driving new users to reed.co.uk and in boosting awareness of our brand amongst those who may be considering a change of job. We’re the first in our industry to be using digital outdoor advertising to target commuters with relevant job content in real time and we look forward to this innovation acting as a positive complement to the success we’ve already had on television and online.”

reed.co.uk saw a 36% year-on-year rise in new jobseeker registrations during its autumn TV advertising campaign and finished 2012 with over 99 million visits, 30 million job applications and vacancies posted by more than 27,000 recruiters.

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