LaunchVic asks people to take their career to the next level through new integrated ‘Scale Up Your Career’ campaign via Cyclone Creative, Melbourne
The Victorian government’s startup agency, LaunchVic, is inspiring people to take their career to the next level through a new integrated campaign.
Designed by agency partners Cyclone Creative, Keep Left and MediaCom, the ‘Scale Up Your Career’ campaign is the first integrated advertising campaign from LaunchVic and aims to encourage professionals to consider working at a scaleup.
The visual transformation of a workhorse into a unicorn underpins the creative campaign, a representation of breaking free from the corporate mould and leaping into a new world of opportunity.
The campaign will run across outdoor, transit, social, digital and earned media.
Says LaunchVic CEO, Dr Kate Cornick: “the campaign aims to introduce Victorians to the career possibilities of working in the startup ecosystem, redefining the perceived risks and highlighting that you don’t need to be a software developer to work at a startup or scaleup,”
“Our research showed that 38% of scaleups identify finding the right talent as an issue and only 42% of Victorians know what a scaleup business is. This campaign aims to connect the dots between potential employees and scaleups, positioning LaunchVic as the link between the scaleup ecosystem and the talent they need to realise their growth potential.”
Managing Partner of Cyclone Creative, Sam Hooper, said the unicorn symbolised not only the career potential of individuals but also high-growth scale up businesses or those valued at over $1 billion.
“We needed an impactful idea that would spark the interest of those ready to make a change in their career. A workhorse transforming into a unicorn was the perfect representation,” says Hooper.
The OOH and digital campaigns are supplemented by a microsite that will link users to current job opportunities in scaleup companies, plus video interviews and blog posts that offer a behind the scenes insight into the culture of scaleups including Redbubble, Rome2Rio, ZenDesk and Envato.
Research commissioned by Keep Left on behalf of LaunchVic found that many professionals were hesitant about working in a scaleup, due to the perceived risks such as financial insecurity and company longevity. The campaign content speaks to the range of identified job-seeker personas, all of whom would have the skills – but also the cultural fit – to thrive in a scaleup firm.
“Beyond just connecting potential employees with scaleups, we also needed to educate them about why these businesses are such a great career opportunity,” said Founder and Acting CEO, Caroline Catterall.
“The editorial content on the Scale Up Your Career website gives potential employees tips and advice on how to secure a job in a new industry while also allowing scaleups to tell authentic stories about the risks and rewards of working in a scaleup.”
Creative Agency: Cyclone Creative
Managing Partner – Sam Hooper
Managing Partner – Christian Vasquez
Creative Director – Leslie Preyer
Producer – Lauren Napthine
Client Services Manager – Brooke Morrissy
Media Agency: Mediacom
Digital Account Manager – Kate Hoare
Group Client Director – Carla Bradshaw
Public Relations and Content Marketing Agency: Keep Left
Founder and Acting CEO, Caroline Catterall
Head of Corporate Communications – Tim Lele
Integrated Account Director – Mandy Caplan
Data and Insights Manager – Jordan Lambe
Content Strategist – Laura Carpenter-Davies
Content Producer – Ruby Gill
Client: LaunchVic
General Manager, Marketing and Communications – Kirrily Davis
Digital Marketing Manager – Emma Howchin