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ZULU Advertising Co.

!!!!!Campaign report for Isobar and SEEK.com!!!!Contributors: Katelyn Gillam s3423208 Rebecca Matlioski s3430737 Selby Staynor s3430721 Ella Shepley s3435289 !!!

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!!!!!!!!!!!Digital Portfolio of Work!!Presentation https://www.slideshare.net/secret/lDIgsfvUc1Deib !!Report https://www.facebook.com/groups/562292173880709/596685493774710/?comment_id=596901443753115&notif_t=group_comment !!Case Study Video https://www.youtube.com/watch?v=DvPI6Az14DQ&feature=youtu.be !!

EXECUTIVE SUMMARY

!THE BIG IDEA!“Your SEEK profile will…!

Take the looking out of looking for a job.”!!The ‘always looking’ campaign is aimed at a mass audience of males and females aged 25 to 45. This mass audience includes both active jobseekers as well as those simply monitoring their opportunities. For example, active jobseekers involves those unemployed and looking for a job whereas those monitoring their opportunities may be either unemployed or employed simply observing any possible careers opportunities that may be out there. !This report utilises the following insights, found through category and target market research, to develop the campaign:

1. The target audience is vast, but all have on thing in common: career goals. 2. Much of the target audience wait until they’re ready to change jobs to start looking for

opportunities, missing many chances in the meantime. 3. A SEEK Profile is constantly searching for career options and linking with employers,

taking a lot of the effort out of looking for a job. !The campaign will aim to reach the following objectives: 1. Raise the target audience's awareness of the benefits of creating a SEEK profile. 2. Increase profile acquisition amongst the target audience by 5%. !Media choices for this campaign include a TVC, metrolite posters and capitalising on SEEK’s already existing social media profiles. !!

Zulu Advertising Co.!Katelyn Gillam, Rebecca Matlioski, !

Ella Shepley and Selby Staynor.!

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CONTENTS PAGE !!!INTRODUCTION!! ! ! ! ! ! ! ! ! ! 4!CREATIVE BRIEF! ! ! ! ! ! ! ! ! ! 5!! CATEGORY AND BRAND INSIGHTS

COMMUNICATION OBJECTIVES TARGET AUDIENCE PROFILE CURRENT PERCEPTIONS DESIRED RESPONSE INTENDED MESSAGE AND SUPPORT BRAND PERSONALITY MANDATORIES PROMISE INSIGHTS SUMMARY!

CREATIVE CONCEPT!! ! ! ! ! ! ! ! ! 9!! CREATIVE IDEA

CREATIVE EXECUTIONS AND MEDIA CREATIVE RATIONAL FURTHER IDEAS!

CONCLUSION! ! ! ! ! ! ! ! ! ! 17!!APPENDIX!! ! ! ! ! ! ! ! ! ! 18!APPENDIX 1 - MEETING MINUTES !

APPENDIX 2 - FINAL WIP !

APPENDIX 3 - CONTACT REPORT !

APPENDIX 4 - TEAMWORK AND COMMUNICATION REPORT !

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INTRODUCTION !SEEK began as a humble, domestic online employment classifieds service. Founded in 1997 right here in Melbourne, SEEK has grown exponentially over the past 17 years. Today, the SEEK name lends itself to being the largest global online job seekers marketplace, now operating in 12 countries worldwide, boasting a staff of over 600. SEEK’s portfolio of services include SEEK Learning, for career development, SEEK Commercial, for sales of franchises and business and SEEK Volunteer, “Australia's largest single source of volunteer opportunities” (seek.com). !SEEK believe the key to their success is:

“creating a work environment which is challenging, rewarding and inclusive. We are committed to making a difference to our community as well as to our company.”

!SEEK has already revolutionised the job seeking market in Australia, and now, with the official launch of the SEEK profile for users, they are set to make waves once again. !The SEEK profile offers users a unique opportunity, by making the job seeking process easier than ever. The only challenge is how to inform SEEK’s current audience of the new features and benefits of the profile. !!!!!!!!!!!!!!!!!!!!!!!

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CREATIVE BRIEF !CATEGORY AND BRAND INSIGHTS!SEEK has evolved from a domestic employment classifieds business in Melbourne, to the largest global online marketplace operating in 12 countries. Today SEEK is the leading employment site in Australia, facilitating 26% of Australian job placements, emerging as a clear market leader. Compared to other online competitors such as spotjobs.com, LinkedIn, CareerOne and MyCareer, SEEK accounts for 8 times the number of placements. With regard to unaided awareness in Australia; SEEK reached 74% with their highest competitor reaching online 33%. Also, SEEK has more than 30 million monthly visits and display approximately 70% of all online job ads. !SEEK currently sets themselves apart from their competitors with their sophisticated Profiles function. The Profiles function is specific to SEEK in its ability to connect users to employers as well as vice versa. SEEK further specifically caters to those whom may only be monitoring their options and therefore may not want to be visible to their current employer. SEEK acts as the connector; they allow users to remain anonymous and specify whom they only wish to share their personal details with. SEEK profiles work 24/7 for the user, with weekly emails informing the user of opportunities available to them, meaning they never miss a chance to further their career.

!CAMPAIGN OBJECTIVES!1. Raise the target audience's awareness of the benefits of creating a SEEK profile. 2. Increase profile acquisition amongst the target audience by 5%. !TARGET AUDIENCE PROFILE!The SEEK Profile campaign is aimed at a mass audience of males and females aged 25 to 45. This mass audience includes both active jobseekers as well as those simply monitoring their opportunities. For examples active jobseekers involves those unemployed and looking for a job whereas those monitoring their opportunities may be either unemployed or employed simply observing any possible careers opportunities that may be out there. !!

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Sarah Freemantle is 32. She has been working as a financial analyst for the last 9 years and is unhappy. She is bored at work and unhappy with her work environment. Sarah wants a change in her career, she believed that she is reaching the prime of her career and wants to be enjoying herself. However, whilst Sarah is unhappy and looking for a change, she is not in a financial position to quit her current job without having another position ready for her to step into. She wants to begin monitoring her opportunities, but doesn’t have a lot of extra time to commit to job hunting.

!CURRENT PERCEPTIONS!Currently the target audience only really considers job seeking ventures when they decide they are ‘finished’ with their current job, often waiting for a catalyst to push them towards taking the effort to find a new opportunity. They see job seeking as a tedious and time consuming activity, rather than a opportunity for career development and enhancement.

!DESIRED RESPONSE!The desired response for this campaign is for the SEEK target audience to trust the SEEK Profile function in their process of looking for a job. The target audience should have confidence in the ability of the Profile function find career opportunities that are specifically targeted towards the personalised information that they have inputted. The audience would understand the benefits of the SEEK profile and capitalise on the opportunity to look for their next career step without really having to look, as the profile will do much of the work for them. !INTENDED MESSAGE!SEEK promises to users to ‘take the looking out of looking for a job’. The message indicates that a SEEK profile will do all the hard work required to ensure the process of looking for a job to be easy and non-time consuming. !!

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IMAGE: Target Audience Sample.

SUPPORT!SEEK profiles create a link between employers and employees unlike any other job seeking site. Through the innovative way SEEK profiles inform users of potential opportunities and link employers to users, SEEK profiles really do take the extra stress and time out of looking for that next career move.

!BRAND PERSONALITY!SEEK has a casual, conversational brand personality. They pride themselves on being inspiring, supportive, clever and not taking themselves too seriously.

!MANDATORIES!The SEEK Profile campaign must clearly communicate the SEEK purpose, belief and vision as outlined below. !The campaign must further convey the SEEK personality of; inspiring, supportive, clever and casual. !Additionally the campaign must incorporate a conversational tone. SEEK states that “while our tone always remains consistently conversational – the messages for each of our specific audiences will be different’. These tones of conversation will be based on the nature of the message. Another mandatory of the campaign is the use of the SEEK logo. The logo is the ‘most important element of the SEEK identity’ described by SEEK as the ‘heart and soul of our brand’. Therefore it is vital that the logo appear consistent with the SEEK brand communication including their past advertising. In ensuring this the SEEK logo must contain consistent proportions, typeface, colour and locking positions. Further the logo must not appear cluttered and concealed and therefore should contain a clear space in relation to the size of the ‘e’ as a diameter around the logo.

�7IMAGE: SEEK brand mandatories.

!The last mandatory that the campaign must follow is the use of text. All text used throughout the campaign must be formatted in the ‘Din’ font. If this font is not optional, the font ‘Helvetica’ must instead be used. Further every time the brand name SEEK appears, it must be formatted in capital letters.

!SEEK promises to users to ‘take the looking out of looking for a job’. They promise that SEEK will do all the work required to ensure the process of looking for a job to be easy and non-time consuming.!!!INSIGHTS SUMMARY!1. The target audience is vast, but all have on thing in common: career goals. 2. Much of the target audience wait until they’re ready to change jobs to start

looking for opportunities, missing many chances in the meantime. 3. A SEEK Profile is constantly searching for career options and linking with

employers, taking a lot of the effort out of looking for a job. !!!!!!!!!!!!!!!

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CREATIVE CONCEPT !THE BIG IDEA!Creating a SEEK profile will…

“Take the looking out of looking for a job.” !The ‘always looking' campaign will focus on drawing attention to the 24/7 aspect of SEEK profile. The aim is to make people aware of the benefits of creating a profile with SEEK, and the fact that ‘you don’t have to be physically looking for a job to be looking for a job’. !The idea stems from the fact that we are always looking for things, whether it be a job, or a partner or even those pesky lost keys or sunglasses - and looking for things can be frustrating and time consuming. The tagline “take the looking out of looking for a job”, in conjunction with the imagery to be used through the campaign, aims to bring relief to the target audience by assuring and encouraging them. The campaign will show that while there is so much going on in life, and so many things to be looking for, they can create a SEEK profile to take care of the ‘looking for a job’ aspect of their life. Further copy throughout the campaign will also encourage those who are not actively searching for a job right now to create a SEEK profile anyway, as this will increase their chances of finding their dream job, or furthering their career. !Target audience attention will be drawn through the comedic imagery and tone of the TVC and metrolite posters as well as the easily accessible social media portion of the campaign. The TVC will be the starting point of the campaign, and will set humorous imagery to a fast-paced, comical soundtrack. The TVC will initially be launched and shared on social media, eventually expanding to Television to further reach and encourage interest in the campaign. The Metrolite posters have been chosen as a backup to the TVC and will incorporate similar imagery to that of the TVC. This choice of media was based solely on ‘a day in the life of the target audience’, as many of them use public transport as mode of transport to and from their jobs. The final media choice of social media was chosen to enhance the campaign and take advantage of SEEK’s already existing media profiles. The content produced for this platform would be light-hearted and encourage participation from the audience through commenting and sharing. !

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CREATIVE EXECUTIONS AND MEDIA

!TVC The TVC is the initial launch point of the campaign, setting the tone and message for the following media. The imagery will show people in frazzled state while looking for ‘lost’ items, such as glasses or a shoe, while in the background, the SEEK icon indicates the location of the missing item. This is intended to allude to the fact that a SEEK Profile can take the looking out of looking for things (i.e a job). The TVC will be fast paced and light-hearted, all set to a fun tune.

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Metrolites The metrolite posters will further enhance the campaign presence in the target audience’s everyday. They will effectively be still images relating to the TVC and with have the same humorous tone. Body copy will be used to further inform the audience of the benefits of a SEEK profile and direct them towards the website to make one of their own.

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Social Media content The social media content produced follows the same tone as the other executions and remains very conversational. By capitalising on SEEK’s pre-existing media profiles, we can create a cohesive and fully integrated campaign. The audience is encourage to participate in the campaign with all content linked by the hashtag #SEEKprofile. !Facebook content example

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Twitter content example

!!Google+ content example

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CREATIVE RATIONALE!This campaign is based on an everyday issue, the inconvenience and frustration of always having to look for stuff. By utilising humorous imagery and, in the case of the TVC, an entertaining soundtrack, the campaign aims to stand out amongst those of SEEK’s competitors. The campaign highlights some of the key characteristics of the SEEK profile, and simply shows its’ benefits. By encouraging the audience to look at job seeking a little differently, we can get them online and creating their SEEK profiles. The concept behind this campaign is completely ‘campaign-able’ and offers numerous executions in future. !!FURTHER IDEAS

This campaign offers a number of further opportunities, including extended versions of the TVC, alternative concepts for the TVC and posters and an interactive online campaign, which could actually feed into the other executions. Following the initial launch of the ‘always looking’ campaign, a further social media interaction could be launched. This campaign would encourage the audience to share their ‘always looking’ experiences, the things they are always losing or always looking for and utilise these suggestions to create further executions. In this case, the audience would be able to see their own personal experiences sharing the ‘always looking’ message. This could further lead to a competition in which the winner is offered an interview or similar with an industry member in their chosen career path.

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CONCLUSION !‘Always looking’ aims to change the way the target audience sees SEEK. The campaign will feature a humous, yet identifiable construct of an everyday activity for the target audience. The key to the success of this campaign lies in its’ resonance with the audience. By taking something that the audience can relate to making SEEK a solution, we are able to get them thinking differently about how they look at their career prospects. This concept is highly campaign-able and offers vast opportunities for user involvement. ‘Always looking’ offers a great opportunity for SEEK to showcase its’ newest feature and reach its’ audience. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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!!!!!!!!!!!!APPENDIX 1 !MEETING MINUTES !!!!!!!!!!

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ZULU Advertising Co.

Meeting Minutes - 22/09/2014 !

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Attendees!Katelyn Gillam, Selby Staynor, Rebecca Matliosai, Ella Shepley !!

Scribe!Kate Gillam !

Agenda"• re-assess tasks following loss of team member

• re-allocate roles and responsibilities

• ensure every member has access to Facebook page

• highlight major campaign milestones

• begin brainstorming possible campaign directions

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Notes:!Re-assess tasks following loss of team member"

Re-allocation of roles and responsibilities:"

Account Manager/Media: Kate

Creative: Rebecca

Production: Selby

Strategy/Account: Ella Shepley

Ensure every member has access to Facebook group"

Group privatised again (following proviso campaign submission)

Ensure all work is uploaded to Facebook page through campaign

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Major Campaign Milestones to be met"

26/9/14: Have 3-4 clear creative strategies drawn up to presentable standard for approval by Isobar team

3/10/14: Have final concept fully developed, begin creative work, social media content and TVC proposal

10/10/14: Complete creative work, social media content and TVC proposal, finalise case study video, presentation, report and supporting documentation

13/10/14: Present final Campaign Pitch

!Brainstorm possible campaign directions !

1. “in time concept” - where people’s profile hovers above their heads - downloaded when they meet people - present easily seen easily accessible

2. “don’t wait - start exploring now” - not waiting for a catalyst (getting fired) get yourself out there and start looking for opportunities (is what you’re doing now helping you get where you want to be) “better safe than sorry”

3. “the fairytale job” - people daydreaming about the perfect job (e.g the lego movie) clicks back to reality and line says ‘your real job may not be ‘this’ awesome, but while you’re busy daydreaming a Seek profile can find you the job of your dreams’

4. “always looking” - we’re always looking for something (car keys, phone, wallet, the perfect partner car), let seek do the looking for you. (let seek find it for you) !!

Before Next Meeting!• Further develop ideas for possible campaign executions

• Conduct further research into Seek profiles and the benefits

• Conduct target audience research !!Next Meeting Agenda Items!Finalise concepts for development

Choose best 3-4 ideas for presentation to Isobar for approval

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FINAL WIP !!!!!!!!!!

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Client: Isobar & seek.com WIP Report!Date: 22/09/14 Job # 3 Job Title: Always Looking Job Milestones: Receive Brief 22/09/2014 Concept Approval 29/09/2014 Editing 05/10/2014 Final Checks 10/10/2014 Upload to Media 13/10/2014 Final Presentation 13/09/2014 !Task # Responsibilty Deadline Notes

1 Receive Brief Team 22/9/14 Campaign briefing from Isobar and Seek

2 Research Seek Profiles Team 22/9/14

3 Research target audience psychographics Team 22/9/14 What would appeal to the TA?

4 Campaign brainstorming Team 22/9/14

5 Choose and develop campaign concepts Team 23/9/14

6 Research possible media choices Media/Production 25/8/14 What would the TA respond to?

7 Compile research into campaign report Accounts 25/9/14 Insights summary

8 Prepare concept report for concept approval meeting Accounts 26/9/14

9 Concept Approval Team (+ Isobar) 29/9/14

10 Final concept development Team 30/9/14 based on feedback from RMIT SS

11 Design traditional media for campaign Creative 5/10/14

Task #

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12 Develop Creative content to be shared/advertised online Creative 5/10/14

13 “Create” media profiles Media 5/10/14 Facebook, Twitter, Instagram?

14 Create TVC storyboard Creative 5/10/14

15 Shoot footage for case study video Production/Media 7/10/14

16 Edit video footage Production/Media 8/10/14

17 Finalise campaign video Production 10/10/14

18 Final report edit Accounts 10/10/14

19 Complete presentation Creative 10/10/14

20 Final reviews of all components Team 12/10/14

21 Upload content to media profile Creative/Accounts 13/10/14

22 Final Presentation Team 13/10/14

Responsibilty Deadline NotesTask #

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!!!!!!!!APPENDIX 3 !

CONTACT REPORT !!!!!!!!!!!!!!!!

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CONTACT REPORT!!

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!!Please advise if you wish to make any changes to this report within 24 hours

Attendees: Selby Staynor, Rebecca Matlioski, Ella Shepley, Kate Gillam with Matt &

From: Isobar and SEEK.com

Meeting Date: 29/09/2014, RMIT University

Subject: Initial ideas and feedback

ACTION RESPONSIBILITY DATE

Background!We submitted our initial summary of the creative concept for the campaign to the team from Isobar, in the form of a report and discussion. We received feedback on how to improve our concepts for execution.

!Accounts

Management

29/09/12

Specific Topic!• In Time concept: The Isobar team liked the visual aspect of this

idea, but suggested we reconsider how the concept fits with the brand attributes. Overall a great visual execution, but needs to find its purpose in the brand.!

• Don’t Wait, Start exploring now: The team liked the strategy behind this concept, encouraged us to consider this concept but perhaps as enhancement to another execution.!

• The fairytale job: Again, the team liked the visuals of this campaign but thought the executions suggested might not appeal to the broad target market. !

• Always Looking: this concept got very positive feedback, the team liked the visuals and the proposed tag lines, encouraged us to extend and to keep pushing this concept.

Creative Team 29/09/12

Summary of next steps:!• Agency to:

Assess concept in light of new feedback and make alterations.Develop a call to action to create relationship/interaction with the Target Audience.!

• Client to: hear final pitch during meeting in two weeks time.

!Creative Team

!29/09/12!!!!!13/10/14

ZULU Advertising Co.

!Summary of Insights!Target Audience:!

• 25-45 year olds!• All stages of life!• male & female!• busy, usually not a lot of attention time!!

How to reach them:!• Appeal to their interests and behaviours!• Tap into what they are already doing (use current behaviours to convey the message)!• Appeal to their own sense of wellbeing/ego etc.!• Directly engage the audience through media choices!• Focus on how little effort it takes to set up a seek profile and how beneficial it can be

!Campaign Strategy!“Seek profile work for you, even when you’re busy living life.”

!Campaign Execution Concepts!

1. “In Time” concept!2. Don’t wait!3. The Fairytale Job!4. Seek is Always Looking

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“In Time” concept!!This concept is based on the imagery from Nickelback music video for Savin’ Me and/or the film In Time. The ad would convey people wandering around their daily activities, on holidays, out for a surf etc. just doing what they do. While doing so, we would see a Seek icon hover above their head, this represents their Seek profile. While they are busy doing life, we’d see their seek profile constantly clicking over, being accessed and used by com-panies online. The idea is that this would represent the fact that with a Seek profile, you can be looking while not looking. The execution would probably work best as a TVC initial-ly, which would be backed up by further executions such as metrolites, posters, billboards, online and more.!!E.g!

!!Another representation of this idea could be instances where Seek profiles are “down-loaded” through a handshake. Where we see people walking around, going about their everyday business, and whenever they meet new people their Seek profile is automatically “downloaded”. Again this is represented by a icon (or similar) hovering above the person’s head. This works of the Seek profile characteristics in which it is present, easily seen and easily accessible.!!!!!!!!!!!! �2

Don’t Wait!!With this concept we are trying to encourage the target audience to initiate their job hunt-ing instantly. We don't want the target audience to ‘wait around’ for a catalyst to instigate their search for a new job. The creative direction for this concept would entail members of the target audience shown in everyday situations where they are late or missing out on something because they waited too long. For example, a business man aged 37, just missing his train into work in the morning. The situations would all be relatable to the target audience conveying the USP of ‘don’t wait’ in a humorous manner. The overall concept would aim to be serious however, functioning as a real message to the target audience to act now and create their seek profile so they don’t miss out in future. This concept would be executed through the use of print adverts and TVC’s. It would further be supported through the use of online social media.!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! �3

The Fairytale (or Dream) Job!!This idea is based on the insight that when people are bored at work, they tend to day dream. In this case about a "dream job." It opens with a person staring blankly at a wall, a cartoon thinking bubble appears to the right of their head, where the camera zooms into. The situation of the "perfect job" is then seen. (this could be integrated with well known films such as the Lego Movies "Everything is Awesome" scene, or alternatively a work-place when awesome more realistic things happen: work outside in the sun, replaced all work chairs with lazy-boys, leave an hour early etc) The camera slowly pans out to see a very angry man, "the boss" standing behind the employee. The boss yells the employees name, the day dream bubble pops and a voice over is heard saying: "Your real job may not be this awesome, but while you're busy daydreaming a Seek profile can find you the job of your dreams."The shot fades to a blank white screen with Seeks blue logo.!!E.g !

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Seek is Always Looking!!This campaign is centralised around the idea that people are always looking for something whether it is a physical item such as car keys or a lost wallet, or whether it something more intangible such as the perfect love. The idea that people are always looking creates an opportunity for Seek to help out, when you’re always looking for something, Seek is look-ing for you. With Seek’s 24/7 profiles working actively to seek jobs that are suitable to the user’s personal criteria, it correlates with the insight that 50% of users are simply ‘monitor-ing’ their opportunities by creating a seek profile rather than actively searching, thus the big idea that Seek is ‘Always looking, when you’re not.’ The current barrier is that people wish until they are ready before exploring new career opportunities, and this will be tackled by the Big Idea, as Seek will always be looking taking the ‘searching’ out of finding new job opportunities. Seek does the looking for you, working 24/7 so you don’t miss out on any opportunities…even if when you’re not actively searching. !Copy Concepts:‘When you're always looking, seek is looking for you’ ‘You’re always looking for something. Seek, let us look for you’ ‘You're always looking for something, Seek is looking for you.’ ‘Take tomorrow's opportunity, today. Seek, Looking for you, even you're not’ ‘Seek. Looking for someone like you.’ ‘Seek, takes the 'looking' out of finding a job’ ‘Seek. Finding what you're looking for.’ ‘Seek. Looking for someone like you.’!!!Execution Idea:!Either a TVC or Print/Digital format could involve someone either a man or a woman con-stantly searching/looking for something i.e. a lost phone, wallet, car keys, important docu-ment passport before a trip and then revealing the lost items to the audience just out of reach to the person before having in a light-hearted comical tone copy such as ‘Seek…you’re always looking for something. Let us do some of the looking for you.’ !!!!!!!!

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!!!!!!!!!!!APPENDIX 4

TEAMWORK AND COMMUNICATION REPORT

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