The campaign, created by Eight Partnership, includes giant billboard in Leighton Road, as well as selected MTR stations, bus shelters, convenience stores and online, and captures a confident looking Obama with the tagline, “Whatever you are reaching for in your career, reach for Classified Post.”
“Obama really suits the Classified Post’s brand image. He is a dreamer with humble beginnings, but with courage he reached out for his dreams and goes places, ” said Cindy Chu, account manager, Eight Partnership. “It’s good timing to launch this ad campaign when the economy situation is bad. Projecting positive messages to job seekers and daring them to aim higher, the Classified Post is a useful tool to help them achieve a better career.”
“We can’t tell how bad the job market is until a few weeks after the Chinese New Year holiday,” said Joyce Chan, assistant communications manager, South China Morning Post. “It is expected that the job market this year won’t be as good as last year.”
Media partner for this campaign is MPG. The billboard campaign is running from now until end of March, while the rest of the campaign will run until the end of April.
Classified Post has been the market leader for middle and senior executives job postings since 1973, with competing counterparts Careertimes and jobDB.com.
