Workopolis
"The Job That Changed My Life."

People are looking at their careers differently these days - work/life balance and quality of life. Other job sites may have jobs, but Workopolis is where you go to find "The" Job - the one that can change your life. These insights were leveraged by Workopolis when they created "The Job That Changed My Life" - a series of :60 radio editorial vignettes featuring well known Canadians telling their personal stories.

Round Table negotiated the :60 vignettes with adjacent :30 brandsell placement outside of commercial cluster - never done before!

• Air it at a consistent time every day so listeners would come to expect it - never been done before!
• Created excitement and buzz with the target group by enlisting the on-air personalities - on-air banter, personal blogs, etc
• Fully integrated online on every station's website
• Leveraged 2 well known radio programs (Ongoing History of New Music and The Legends of Classic Rock) with relevant "job that changed my life" content

The results exceeded all objectives in terms of traffic to the site, click though rates and ad tracking recall.