Seek Australia buys little bits of airtime between commercials to demo claim "new job every 30 seconds"

Adland: 

Here's an interesting media-buy as an idea from our pals down under. Seek, seek.com.au, Australia's "number 1 job search site" wanted to hammer home the point of their new positioning, which is that ‘a new job appears on their website every 30 seconds’ - so Leo Burnett Melbourne bought airtime between the commercials in a typical 2 minute ad break to drive their point home. The combined media buy equals a traditional 30 second spot, but it must have been a bit of a logistical nightmare to buy, I love it when all agency departments get in on the creative fun. More like this please!

My personal favorite is SEEK - Harpsichiordist.

Seek - Skunk

and finally - Seek - Moustache

Comments (4)

  • ah-kam's picture
    ah-kam

    interesting media buy. but think it kinda assumes the audience will stay put and watch the entire 2 min ad break to get the whole message - 3 ads in 2 minutes.

    Jul 14, 2009
  • kamari's picture
    kamari

    The media buy is the only idea in this. Harpsichiordists? Skunks? There's nothing else.

    Jul 14, 2009
  • Neo's picture
    Neo

    The media buy is precisely why they can go a little quirky and have skunks and moustache men. It's supposed to yank the viewer out of the regular ad block. I think it works quite well.

    Jul 16, 2009
  • epromos's picture
    epromos

    I agree that the quirkiness of what they show to symbolize a new job being posted works well at grabbing the viewer's attention, and i think it works simultaneously to pull people into watching the whole commercial block. I'm sure many people who would have left or changed the channel at the beginning of the commercial break decided to stick around to see if a skunk or harpsichordist would really be shown every 30 seconds-- which ended up benefiting the other advertisers as well

    http://www.promovideochannel.com

    Jul 16, 2009

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.