JWT Tokyo provide a ray of employment hope for university graduates in Japan

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MyNavi.jpgIn Japan, economic crisis is affecting employment. Only 61% of college grads will find jobs. JWT Japan’s challenge was to grow Japan’s No. 2 job site during a time when there were no jobs. While others were making empty promises, MyNavi wanted to do well by being good.

MyNavi gave college grads hope for the future by creating a PR campaign to inspire a vision of where they could be in 10 years.  They found the most inspiring vehicle to deliver their message… music.

The song was written by a band that started a radio program with over1mm students nationwide.  The song’s popularity warranted the creationof a film (aired nationally).

The campaign culminated with a sold out concert – 30,000 people cametogether to hear the MyNavi message. Universities used the film tomotivate students.

Of 700,000 graduating students, 690,000 signed up with MyNavi to pavetheir future. MyNavi became the No.1 job site by reaching out andproviding a ray of hope.