Keep it Simple, People.
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In a world where clutter is king, advertisers everywhere are doing their best to break through the noise. A word of advice (or three) — keep it simple.
That’s exactly what Australian agency Cummins Nitro did in their campaign for Tourism Queensland.
Challenged to “create international awareness of the Islands of the Great Barrier Reef” and drive tourism there, the local agency executed a campaign that placed classified ads in newspapers across the globe. Unusual? Not if you’re looking to fill a position for “The Best Job in the World.”
The job profile called for an island caretaker whose responsibilities would involve menial jobs like cleaning the pool and feeding the fish. The chosen employee would also be expected to blog weekly about their adventures on the island. Throw in a rent-free three-bedroom villa, a roughly $8,800/month salary and… BAM! One fan-freakin-tastic job.
Now, in an economic recession when thousands are looking for gainful employment… who wouldn’t love a 6-month paying gig feeding fishies on a tropical island, right?
This simple idea sparked an international movement. News and media sources picked up on the incredible job offer, millions of people flocked to the campaign’s website — islandreefjob.com — and by the end of it, over 34,000 people from 200 countries had submitted 60-second videos about why they should have the best job in the world.
Cummins Nitro put the Islands of the Great Barrier Reef back on the map. And if that wasn’t enough — they have racked up in Cannes this week, picking up three Grand Prix awards in the PR, Direct and Cyber categories thus far.
And the lucky bloke who got the job…?
A Brit by the name of Ben Southall, who reports for duty next Wednesday, July 1st. You can read more about Ben’s adventures at bestjobben.com.
Deanna Lazzaroni is a self-professed sponge of creative advertising, armed with enthusiastic vigor to tackle the challenges of the mighty marketer’s world. She’s ripe for the picking at deannalazzaroni.com.
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