Vancouver – If you’re walking around Vancouver and notice some real-life packaged action figures, blame Hot Tomali Communications, an integrated marketing agency located in Vancouver, B.C. The action-packed professionals are part of a new campaign titled “Job Candidate 2.0”, which promotes the launch of Resume Hut who has expanded to Vancouver after operating for 23 years in Victoria. The expansion is part of a larger strategy in which Resume Hut aims to expand across North America over the next five years.
The unique idea for the campaign came as a result of a combination of factors. “When we were approached with the idea of executing a campaign for Resume Hut, we needed to come up with something that was engaging, memorable, and cost-effective,” says Clayton Mitchell, Hot Tomali’s Strategic Planner. “Working with Resume Hut, we started with a complete rebranding including a new logo and the positioning line ‘Position Yourself’. The key insight we extracted during our creative process was that Resume Hut helps you position yourself more effectively for the jobs you want—in a sense, repackaging you.”
Hot Tomali had to contend with the fact that there are many online services that claim to be able to do the same thing that Resume Hut does, but they’re actually quite different. Resume Hut also specializes in services such as interview skills training, job hunting, career coaching, and conflict resolution.
“Not only is the action figure concept applicable to a street team execution, it can also be applied to multiple media channels. We developed a campaign platform that can easily be leveraged in a bus shelter, television ad, and a variety of other media, making it ideal when Resume Hut expands across North America,” says Patrick Chambers, Art Director at Hot Tomali.
The campaign was launched in mid-March and is being strategically placed around Vancouver. The next street team is scheduled to promote Resume Hut at Vancouver’s Career Fair on March 31. Teams will be stationed outside of the Vancouver Convention Centre, between Howe and Burrard on Cordova Street.
Hot Tomali is an integrated marketing company specializing in web development, advertising, branding, and digital video production. View Resume Hut’s Job Candidate 2.0 Campaign Photos on Flickr: www.flickr.com/photos/hottomali Photos and video available on request.