ClickJobs.com's 'Happy Kumar' Ad Campaign - Marketing Communications Short Case Studies

Details

Case Code : CLMC047
Publication date : 2008
Subject : Marketing Communications
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Marketing communication, advertising, ad campaign, 'Happy Kumar' ad campaign, award-winning ad campaign, differentiated campaign, job market, online job market, ABBY Award, Webby Award, recruitment, recruitment portal, ClickJobs.com, ClickJobs, Network Advertising, Naukri.com, Monster.com, TimesJobs.com, BharatMatrimony Consim Info Internet and Mobile Association of India, IAMAI, India

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

In the year 2007, a recruitment portal in India ClickJobs.com (ClickJobs) started a multi-million-rupee ad campaign popularly known as the 'Happy Kumar' ad campaign. Unlike the ad campaigns of its more established rivals such as Naukri.com, Monster.com, and TimesJobs.com that targeted the people who were dissatisfied with their current jobs, ClickJobs targeted complacent employees who were satisfied with their current jobs with its ad campaign. Industry watchers felt that the award-winning ad campaign had an uncluttered effect and ClickJobs was able to distinguish itself by doing things differently.

Issues:

  » Marketing communication
  » Advertising
  » Market segmentation and targeting

Introduction

In the year 2007, a recruitment portal in India, ClickJobs.com (ClickJobs), started a multi-million-rupee ad campaign to attract job seekers to its portal. The budget allocated for the campaign was Rs. 70 million for the first three months. What set the campaign apart from others was that it targeted complacent employees who were so satisfied with their current jobs that they did not even update their resumes...

Questions for Discussion:

1. Critically analyze the 'Happy Kumar' ad campaign.

2. Discuss the reasons for the success of the ad campaign.

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