A Marketing Mokuso

mokuso /mohk-so/ - Meditation or meeting of the minds. This is an open forum about the world of marketing. Please feel free to visit, comment, or post.

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  • Tuesday, October 31, 2006
    Careerbuilder.com's Monkeys - See & Do

    My next choice for a strong, humorous ad campaign would have to be the Careerbuilder.com Monkeys. Granted the ad campaign has hit its hey-day, you'll still catch one or two on TV reminding you of its glory days. This campaign was very strong initially and they, as in Cramer Krasselt, began an integration campaign to strengthen the message and brand.

    To begin, the ad campaign caught some preliminary flack from the usual suspects but all in all, the commercial line was a huge success. You can view the whole line of commercials here at Tubespot or of course, at TBS. Each of them are great, sponging off the last while having a totally different theme. I'd have to guess that if you asked anyone that watched TV last year which Careerbuilder.com Monkey spot was their favorite, they'd be able to identify one. Hand's down, my favorite ad would be the laser pointer, lottery success ad. Every time I see that ad, I can't help but burst into laughter.

    Careerbuilder.com and C-K were so successful, that the awards soon followed. The Effie Awards program recognized the commercial's successful branding while still captivating the audience with humor. Here is Careerbuilder.com's take on their initial ad campaign's success:

    Monkey Business CareerBuilder.com's Super Bowl debut is a resounding success, drawing more than 150 million media impressions and numerous awards. All three of CareerBuilder.com's chimp advertisements airing during the Super Bowl earn a spot on the Top 10 list in USA TODAY's Ad Meter. In addition, one spot is named "Funniest Commercial of the Year" in TBS's annual poll and is included in CBS's "The Forty Greatest Super Bowl Commercials" special.

    Oddcast chimed in on their new integration tactics, introducing Monk-e-Mail, which took the ads one step further via email and messaging. This campaign was also very successful, pushing the overall life of the ads one step further, ensuring a strong recognition.

    Overall, the monkeys were a huge success, landing Careerbuilder.com into the elitist level of 'big brands'. I for one enjoy watching these spots, ranking the monkeys in the top 10 of the AMM's funny commercials. The 'Monkeys' are no 'Ernie' but they're on a level of their own.
    posted by Marketing Sensei @ 7:58 PM  
    • At 10:48 PM, Blogger Cooler Brian said…

      I now have a greater respect for those commercials knowing that they pissed off PETA.

    • At 10:07 PM, Blogger Marketing Sensei said…

      It's really nice to know that C-K and Careerbuilder.com didn't fold to their absurd accusations. They stood their ground and to me, that shows integrity.

      Plus, the monkeys didn't look like they suffered at all. Actually, they looked like they had a lot more fun at the office then I ever do. Maybe they need a PETS (People for the Ethical Treatment of the Sensei).

    • At 6:45 PM, Blogger Disgruntled Car Salesman said…

      "Our marketing research tells us that people love monkeys."

      You should find the ads for the "trunk monkey." Pretty good stuff too.

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