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The Job Interview

basics
Industry: Professional & Public services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
CNBC is well known as a financial-news network covering the ins and outs of Wall Street throughout the day. But when the stock market closes, CNBC also has a lineup of entertaining primetime reality hits such as Shark Tank and The Profit. While those programs have broad viewer awareness, we were challenged to get the word out about new, original series: The Job Interview, which had little to none.
Strategy
Our creative idea needed to both build awareness of the show and drive tune-in to the premiere for CNBC’s key target: men and women, ages 25 to 54. We needed an idea that would make a splash in culture and cut through a saturated content landscape while also giving audiences a taste of the show’s drama and drive them to tune in for the show’s premiere. We were inspired by the cliche advice of how to deal with nerves: “Just picture them naked.” This idea of nakedness became the inspiration for the vulnerable, nervous, baring-it-all feeling that a job interview can elicit in even the most confident and qualified candidates.
Relevancy
In the age of “peak TV” and content overload, we needed a creative idea that would make a splash in culture and cut through a saturated landscape. We did this by bringing the emotion and drama you feel while watching the show into the real world to give audiences a taste and drive them to tune in for the show’s premiere.
Outcome
The promotional video from the stunt was viewed more than 2,000,000 times in the 48 hours leading up to the premiere, earning more than 55 million media impressions. And one candidate hired.
Execution
The pop-up office was ordinary in every respect but one: it sat in the middle of one of NYC’s most iconic squares, with the world watching. Anyone walking by the office could see and hear what happened in the interviews. Not only did this lead to every interview having a large audience of live spectators, but also led bystanders to try to intervene—by coaching and taunting the candidates—making an already stressful situation even worse. We captured every interview and turned them into a two-minute promotional video for the show highlighting the best moments from the day.
CampaignDescription
We took the concept of The Job Interview to its nerve-wracking extreme by organizing actual job interviews with real applicants in a pop-up office with see-through glass walls at Rockefeller Center.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Launch / Re-launch
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