Issue

The Guardian’s original request was for online advertising to increase traffic to their Jobmatch service & build a database of job seekers. The communications objective was to differentiate GNL’s online services by making it more memorable.

Inspiration: Gamify the job-hunt to help prospects learn from the experience.

We reversed the brief, communicating with a larger audience of passive job seekers with a natural channel to nurture familiarity in an intelligent and non-pushy way.

Idea: www.peopleprofiler.co.uk

Rather than pure advertising we created a content based experiences around user self discovery & transformed the realities of jobs into workplace ecosystems. People Profiler was a micro-site and a national survey on attitudes to work.

Impact

- People Profiler has attracted over 54K unique visitors. An incredible 58% of arrivals went on to configure their own creature. Of those 30% registered full details into the people profiler database.

- This equals 20% conversion of all website visitors into fully signed up People Profiler registrants. An amazing result when results in the low single figures are often considered success.

- The overall micro-site cost per arrival figure is extremely efficient at less than £1.00 per visitor. Due to the extraordinary conversion rate the cost for qualified leads is under £5.00 per person.