Indeed had been unable to reach the number one spot as a job search service in Japan. People

only accessed the site when they wanted to change jobs, making it difficult to acquire new trial users. The goal was to have people try out Indeed even if they had no immediate plans of career change, which would lead to improved awareness and user intention.

Just one job advertisement was enough to beat competitors. The advertisement was a dream job, a complete recreation of the world of One Piece, the number one manga that sold over four hundred million copies around the world. It was the first adoption of this mega-content. Projects were created based on surveys of fans; an extra based on a newspaper in the original comic book, high-quality real-life commercials, and events recreating the comic book world using innovative technology. The

objective was to boost the excitement of fans, apply for the dream job together and make everyone’s dream come true.

We focused on the potential targets that tend to overlook job search services, “people who do not intend to change jobs immediately.” There is a preconception that job search services are only

necessary when looking for a new job. With this preconception, each agency only targeted people who had strong intent to switch jobs. Indeed included the potential targets and turned the ranking around by letting those people know the quality of their service.

The campaign started on January 1, 2019. The job advertisement was announced.

The world’s first real-life commercial of One Piece was released even before Hollywood could attempt it. Forty thousand copies of the extra, a recreation of the newspaper in the original comic book, were distributed via guerrilla marketing at 20 places nationwide. Many elements were hidden that were difficult for even the most serious fans to spot, which led to the continued buzz on social media.

The jobs, which had actual applications, were publically released and implemented as events to gain even more press. By using scenes from this to create a commercial, awareness of the campaign increased.

Images of users applying for the job were also spread as commercials.

·Became number one in recognition among competing services.

·User intent rose to 1.5 times that of competitors.

·User intent of company rose to 167%

·More than 380 thousand people applied for one job offer.

·Appeared in 2080 news articles in three months.

·Media exposure value equals 820 million yen.