Title | INDEED:THE MOST WANTED JOB IN JAPAN |
Brand | INDEED IRELAND OPERATIONS LTD. |
Product / Service | INDEED |
Category | B06. Use of Events & Stunts |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
PR | SUNNY SIDE UP Tokyo, JAPAN |
Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Production 2 | DENTSU TEC Tokyo, JAPAN |
Production 3 | CLIVER Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hidetaka Nakamura | DENTSU INC. | Creative Director |
Ryuta Kimura | DENTSU INC. | Planner / Copy Writter |
Iichiro Tanaka | DENTSU INC. | Planner / Art Director |
Takuya Fujita | DENTSU INC. | Digital Planner |
Yusuke Kondo | DENTSU INC. | Planner |
Takumi Ichikawa | DENTSU INC. | Planner |
Nobuaki Kubo | DENTSU INC. | Integrated MarketingProducer/Account Lead |
Keiichi Misono | DENTSU INC. | Integrated MarketingProducer |
Takuro Nemoto | DENTSU INC. | Account Lead |
Momoko Yatabe | DENTSU INC. | Connection DesignProducer |
Sumiyoshi Kosugi | DENTSU INC. | Contents Producer |
Nobuhiro Haginaka | DENTU CREATIVE FORCE INC. | Creative Producer |
Mizuki Nakatani | DENTU CREATIVE FORCE INC. | Creative Producer |
Takuji Okamoto | DENTSU CREATIVE X INC. | Producer |
Wataru Odakura | DENTSU CREATIVE X INC. | Producer |
Kouya Tamesue | DENTSU CREATIVE X INC. | Production Manager |
Kiyonari Oshida | DENTSU CREATIVE X INC. | Production Manager |
Mari Sasaki | DENTSU CREATIVE X INC. | Production Manager |
Satoshi Kuno | CLIVER inc. | Planner |
Yutarou Shimizu | SUNNY SIDE UP Inc. | PR Director |
Yukinari Shibata | DENTSU TEC INC. | Event Producer |
Hideki Kuroda | Kuroda Hideki Office | Director |
Naoki Imoto | Kuroda Hideki Office | Photographer |
Shinichi Miyaki | Freelance | Lighting Director |
Shunichiro Syoda | HATAART | Art Director |
Shinichi Mita | KiKi.inc | Stylist |
Tomita Satou | Ota Office | Hair makeup |
Go Mizushima | Indeed | Marketing Director |
Hiroki Sato | Indeed | Brand Manager |
Yosuke Tsurumi | Indeed | Digital Promotion Planner: |
Indeed created a job that became the number one search word for jobs in 2019. It was a dream job allowing people to experience the world of One Piece, the top manga in the world. One job advertisement was expanded into different media executions such as a high-quality real-life commercial. It showed that a search engine was able to create a dream-like experience. It also conveyed the brand ideal of “Bringing happiness to job searching.”
Indeed had been unable to reach the number one spot as a job search service in Japan. People only accessed the site when they wanted to change jobs, making it difficult to acquire new trial users. The goal was to have people try out Indeed even if they had no immediate plans of career change, which would lead to improved awareness and user intention.
Just one job advertisement was enough to beat competitors. The advertisement was a dream job, a complete recreation of the world of One Piece, the number one manga that sold over four hundred million copies around the world. It was the first adoption of this mega-content. Projects were created based on surveys of fans; an extra based on a newspaper in the original comic book, high-quality real-life commercials, and events recreating the comic book world using innovative technology. The objective was to boost the excitement of fans, apply for the dream job together and make everyone’s dream come true.
We focused on the potential targets that tend to overlook job search services, “people who do not intend to change jobs immediately.” There is a preconception that job search services are only necessary when looking for a new job. With this preconception, each agency only targeted people who had strong intent to switch jobs. Indeed included the potential targets and turned the ranking around by letting those people know the quality of their service.
The campaign started on January 1, 2019. The job advertisement was announced. The world’s first real-life commercial of One Piece was released even before Hollywood could get attempt it. Forty thousand copies of the extra, a recreation of the newspaper in the original comic book, were distributed via guerrilla marketing at 20 places nationwide. Many elements were hidden that were difficult for even the most serious fans to spot, which led to the continued buzz on social media. Images of users applying for the job were also spread as commercials.
・Became number one in awareness among competing services. ・320 million media impressions. ・380 thousand people applied for one job offer: A record number of applications in Japan's employment industry (this was an unexpected number considering Japan's views on job-hopping). ・Labor force was 1.5x more willing to use Indeed over competitor services. ・Company usage intention rose to 167%. ・Business profits and market share skyrocketed (unfortunately, the exact numbers cannot be disclosed...). ・2114 press mentions in 3 months.