CLICK WITH COURAGE
About the Product: Indeed is a free service where job seekers search for jobs with specific filters, upload resumes, and receive alerts on available positions to apply for. Indeed works hard to help all people get jobs, and does so in a quick and sufficient fashion.
The Objective: Get Indeed to become the first job site that Gen Z (18-24) considers when job seeking.
The Strategy: Gen Z is scared to apply for jobs. To combat their fears, Indeed can tap into Gen Z's love for absurdity and nostalgia. Show Gen Z how Indeed can give them the tools they need to be overcome their fears of the job search.
THE BIG IDEA:
GET GEN Z TO CLICK WITH COURAGE
The job search is complicated, ambiguous, and impersonal. Young adults are faced with the looming fear that they won't be good enough for the jobs they want. It's time to show them that the job search isn't as scary as it seems.
Indeed's got the tools to give Gen Z the push they need to succeed, and now they have the perfect way to connect with them. The Searching Scamps are mischievous and amusing characters who will show Gen Z how they can conquer the job search process. They turn a complicated, ambiguous, and impersonal task into a simple, transparent, and human process.
MEET THE SEARCHING SCAMPS:
Whitney
She 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 original hype-scamp for Indeed's transparency measures.
Maurice & Denise
Two complete opposites, stitched at the hip. They even went to prom together! Their complex relationship allows them to appreciate Indeed's simple and straightforward features.
Frank
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 aritificial feel real.
Each Scamp represents specific fears, personas, and tools provided by Indeed. They also have their own quirks and personalities, and were created to help Gen Z through the job search process.
VIDEO SPOTS
These 30 second spots will be played across Hulu and YouTube. They play into themes of horror with a comedic twist, grabbing the attention of viewers while highlighting tools provided by Indeed.
See how Frank and Whitney encourage Gen Z to use and trust Indeed.
ELEVATOR WRAP
As the shadows of doubt cloud your mind, Whitney is ready to hype you up! She's here to remind you that Indeed's company reviews give you a clear insight on what it's like to work at certain jobs. If Whitney isn't stressing, then you shouldn't either.
BUS WRAP
Too many steps can trip you up, especially when applying for a job. Good thing Maurice & Denise are here to make it simple. They know how quick and easy using Indeed can be. They'll meet you when you're on the go, because they know you got places to be!
PAPER TOWEL RESUME
Nobody likes it when your resume is never looked at. That's why Indeed can get your resume into the hands of real employers. Frank does his job by helping you learn how to keep your resumes out of his home and into the hands of real people.
LENTICULAR POSTERS
The shadows of self-doubt melt away to the positive words from each Scamp. They got your back, no matter where you are in the job search process. They are here to show you the tools Indeed has to help you shine.
THE SCAMP'S PERSONAL TIKTOK PAGE
There's nothing Gen Z loves more than TikTok. Through their custom TikTok page, the Indeed Scamps will have the perfect outlet to educat, equip, and empower their audience. They can share tips and tricks on how to navigate Indeed, all while sharing a bit about themselves.
With the help of the Scamps, Gen Z will be condifent to click with courage.
MICROSITE
Our microsite will served as an extension to Indeed's website. This is where users can learn about the resources and tools Indeed provides, without feeling overwhelmed. Each Scamp is ready to equip you with all the tools you need to succeed. Ready to search with simplicity?
INTERACTIVE MURAL
This interactive mural is a place where you can tear your fears down. Once you do, the Scamps will be revealed with encouraging messages! You will also recieve a QR code that will take you to the microsite.
FREEWATER AD
We're giving Gen Z some liquid courage to click.
Free water is a company that provides free water (who would've thought?) to the public. As Gen Z sips on their refreshing drink, they will see Maurice & Denise reminding them how simple a 4-step setup can be.
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SQUISHMALLOW CLAW MACHINE
Who doesn’t love squishmallows? With Indeed's branded claw machine, Gen Z will get some squishy support as they job search.
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WRECK-THIS-GALLERY
An interactive rage room is perfect for Gen Z to destroy their fears about the job search.
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