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IFRA XMA Cross Media Awards 2008 projects |
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Company: Career Times Online Ltd. |
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Project name: One Click Does the Job |
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Topical category of the project |
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B: Cross media classifieds (combining print with online and mobile channels) |
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General information about the publication |
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Career Times is an English-language recruitment weekly for business executives which has been published by Hong Kong Economic Times Limited every Friday since 1997. With an average circulation of 210,000 copies per issue, it is currently the market leader in quality job postings especially in the Banking & Finance, Engineering, Information Technology, Merchandising and Sales sectors.
Careertimes.com.hk, the online version of Career Times was launched in 1999 as an alternative recruitment and information portal for jobseekers and human resources professionals. It offers full editorial contents in sync with Career Times, including recruitment related information, self-improvement, industry insights, exclusive interviews and many more. With more than 414,000 members, 400,000 daily page views and thousands of corporate openings, careertimes.com.hk has come a long way and become one of the leading recruitment portals in Hong Kong. |
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Project description |
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Apart from publishing a recruitment weekly, Career Times also runs a recruitment portal at www.careertimes.com.hk. It provides a one-stop-shop platform for jobseekers to search jobs and employers to
recruit people. |
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The basic idea of the project |
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Since Career Times is published by a renowned publishing group in Hong Kong and started its business with a recruitment weekly, jobseekers have stronger awareness of its print publication than its website. This advertising programme was launched to enhance jobseekers' awareness of Career Times' website and drive traffic to it.
The major target segment was young business executives. They were degree holders with 2-15 years of work experience.
The programme was intended to attract new website visitors.
No sponsors and advertisers were integrated into the services. |
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Used media channels |
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| Other: |
Outdoor media: LED Display, billboards, handheld signage for street parade, bus body, exhibitions |
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The implementation |
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Through the cooperation of Career Time's Marketing department, and Advertising Agency (DraftFCB HK), the thematic above-the-line and below-the-line campaign was launched. TV commercial, newspaper print ads, bus body, billboards, LED displays, website, direct-sale, street promotion, and exhibitions were employed throughout Hong Kong with the common theme of "One Click Does the Job". The click icon was also widely used in order to connect different media channels. |
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Image(s) |
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Links |
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www.careertimes.com.hk
www.careertimes.com.hk/english/aboutus/tvc01.asp
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Project results |
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We measure the results of the programme by:
1. average no. of unique daily visitors (It was increased by 22.5%)
2. Average no. of page views (It was increased by 19.3%)
Overall, the campaign was very successful. |
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