Called “Age-o-matic”, the campaign requires one to upload his/her photograph, and answer a few questions about the work culture a person has. Based on that, a “scientific” evaluation results in your modified photo – 50 years down the line – this is how you are going to look….
Now that most of the people around me are making career choices and moves, this would be an appropriate place to check what you are in for. And if it isn’t that pleasing (just like it wasn’t for me – as is evident in my predicted photograph), well, maybe you could try Careerbuilder.com and stay optimistic!! 😉
On a serious note, the campaign communicates through the humor line the importance of work pressure and culture on your personal life – and this is where this campaign sort of reiterates the relevance of “work life balance”….
The question any marketer would ask is – “Would this campaign route traffic to the job search website?” or “Would people get motivated and look for newer jobs?”
According to me, it is unlikely that such a conversion would be possible. It simply seems to be a PR exercise, to ensure recall value during job search. The campaign is a way for people to laugh at themselves, and “objectively mock” at their current jobs. However, there might be some who would want to visit the website and browse through the offerings presented – thus, at least the hits and click-throughs are ensured.
Also, the campaign is not sustainable as a high involvement one. It does entail one time involvement through going through options and working out on the alternatives of your looks – but if one has to visit the website again and again – seems to be unlikely at this stage to me. Nonetheless, can wait and watch how it figures out in hit rates.
You never know – some people might think their looks would change once they get a job from Careerbuilder.com ….unless, of course, they visit the age-o-matic page once again!! 😉