the7stars

Case studies

fish4

Brief

fish4jobs is the UK’s biggest job website, with jobs that are relevant to young people. They wanted a broadcast advertising campaign but one with longevity, as they need to attract job seekers throughout the year.

Insight

Young people are irritatingly choosey about their TV habits. A light viewing group, they are incredibly choosey about which programmes they view, and they reject or ignore much of the advertising that they see on TV.

Solution

We discussed sponsorship as a means of communicating to young people in a credible way on TV. By associating with one of their favourite programmes, we could overcome some of the barriers to TV. Scrubs on E4 fitted the bill in terms of audience affinity. The virtual 52-week a year scheduling meant that it also helped to drive traffic week in, week out. We negotiated a deal with E4 whereby fish4 would sponsor the show throughout 2008, including the brand new series in the Summer. After only three months, we reached 40% of all 16-24 year old adults.

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