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Lady Luck

The consumer insight in the latest Monster.com ad on luck playing a role in getting that dream job is certainly interesting, but the execution falls short.

Campaign: Find Better

Brand: Monster.com

Company : Monster.com India

Agency: Dentsu Marcom

The Campaign

The ad opens in an office reception, where candidates are seated waiting for their interview. One of the candidates casually turns to his side and asks the young man next to him ??Interview?? He smiles slightly and nods. The first man smirks and says, ?Good luck.? The second man pulls out a horseshoe out of his bag and confidently replies, ?I have good luck with me.? The other man reaches into his own bag and holds up a strand of chillies and lemon to ward off the evil eye. On seeing this, the second man gives a sarcastic look, rolls up his sleeve and exposes his arm that?s adorned with lucky charms. In response to this, the other one pulls out a large Turkish evil eye amulet. The man smirks pulling something out of his bag. Out of his bag appears a woman ? his mother, who blesses him and gets back into the bag. Suddenly, they notice a smartly dressed young man stepping out of the interview room with a woman boss accompanying him. She looks at them and says, ?Thanks, guys. We?ve found our man.? As they leaves, one of them says ?Iska luck solid hoga? and hearing this, the lucky man man takes out his iPhone which has the Monster app on screen. The ad ends with a voice-over: ?Get lucky. Get active on monster.com. Find better access, better connections, better jobs.?

Our Take

Do you wear that lucky shirt for a job interview? Do you believe in ?luck? when it comes to your job or an important chapter in your life? Do you carry every possible lucky charm with you in a job interview? According to a recent study conducted by Monster India, luck plays a crucial role in almost every sphere of our lives and especially in matters related to job search and career progression. Monster has based this ad on this consumer insight. The main objective of the campaign is to launch Monster.com?s new positioning, ?Find Better?.

With its new brand ideology of ?Find Better?, Monster India aspires to enable employees and employers with better access, better connections, better results.

The brand has made a conscious effort to blend humour in the campaign. However, while the insight hits the bull?s eye, the execution doesn?t. The ad is humorous but does not say why Monster is better than other sites, or why, when you have reached the interview stage, Monster would give you a winning edge. The campaign plays on humour which has already been used by Naukri.com in its early ads. The brand positioning of ?Find Better? is not very clear and we don?t see a brilliant execution of the insight. The visual of the mother coming out of the bag is unrealistic and exaggerated. However, the ad is getting eyeballs because of the powerful insight.

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First published on: 03-07-2012 at 04:57 IST
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