TAIPEI: Johnnie Walker has aligned its new "Keep walking" site with
Taiwan's hottest job search portal, banking on strategically-placed
hyperlinks to bring people to its site.
In hyper-linking the brand's site to 104.com.tw, its agency Leo Burnett
Interactive played up the strength of the recruitment site with the core
values of the brand.
Jesse Lin, business manager of Burnett Interactive, said: "What we are
doing is taking the spirit of the campaign and putting it online. Keep
walking is about self progression and that's also the essence of the job
search."
Burnett was assigned the task of localising the campaign, developed by
partner agency BBH London, early this year. But, due to the employment
theme of the interactive campaign, the launch of the website was
scheduled for November.
"The end of the year is a high season for job seekers," explained
Lin.
For the hyperlinks, Burnett has created job-related diversions, offering
horoscope advice, personality tests, an online resume software and tips
on how to survive an interview. Another section, Workplace Issues, polls
viewers on problems such as sexual harrassment.
