MANILA, MARCH 8, 2013 – Hip, trendy, youthful and colorful – these are just some adjectives that best describe jobsDB’s new look which was rolled out Friday, March 8, 2013.
jobsDB is Asia’s leading job portal with substantial positions across China, Hong Kong, Indonesia, Malaysia, Philippines, Singapore and Thailand. Since the online job portal began in 1998, this is the first brand refresh event it has undertaken.
The journey to the “brand refresh” began in December 2012 when jobsDB embarked on an in-depth research across the six markets to gain insight into the job search process and understand the mindset of job seekers. Insights culled from the research were then used as a springboard to relaunch the jobsDB brand in order to continue being relevant to the 15,686,663 job seekers the portal attracts.
And for the project, jobsDB tapped TBWASingapore for the project after the agency won in a three-way pitch against Lowe and BBH in the same month as study’s results came out.
With “Let’s Explore” as the creative platform, the rebranding is an open invitation for job seekers, or change seekers, to take action and fulfil their true potential through jobsDB.
The scope of the relaunch, apart from the newly-designed, mobile-optimized website, includes prints ads which ran in newspapers; out-of-home media along Magallanes Northbound, lampposts along the Skyway and Ortigas Center, banners in underpasses in Makati City, tube ads in the LRT, two roving billboards that can be seen in the entire Metro Manila; mall ads in SM North EDSA, SM Megamall, SM Cebu; elevator ads that can be found in office buildings in Ortigas, Makati, Alabang and Manila; LRT LCD ads in 15 LRT 1 stations and seven LRT 2 stations; LCDs in 50 Jollibee stores; the Maax Eye LED in SM Mall of Asial; and SM wifi portal.
ZenithOptimedia is the brand’s appointed media agency.
As for the launch, aside from the prerequisite press conference and clients’ lunch, the jobsDB party paraded around Ortigas Center in the morning and again along EDSA in the afternoon.
Futhermore, the job refresh campaign also features illustrations through the jobsDB window which showcase the various industries that post their jobs opportunities on the portal. “jobsDB is really more than a job portal. We want job seekers to explore better career opportunities no matter the color of their collar, their age or experience,” said Sheryll Tiburcio, acting country manager of jobsDB Philippines.
The concept behind the new look stems from the desire to “connect with jobseekers more closely,” said Tony Lau, head of business strategy and marketing of the jobsDB group .
With the new design, jobsDB hopes to be an open world where possibilities and opportunities constantly flow.
