To complement their above-the-line campaign in the UAE, Monster.com wanted to send a low-cost yet effective reminder to prospective job seekers about their offering.

Based on the proposition of 'caught in the wrong job', the direct mail activity was targeted at individuals working in industries known for their high turnover. Industries like marketing, software and hotels & hospitality. We sent out empty packing boxes like the ones you pack your personal effects into when you are leaving your job. When opened, the message inside encouraged the recipient to seek out the right job on Monster.com

A substantial increase in usage was achieved - about 18% of the target re-activated their account (update of CV, logins etc). Monster.com is contemplating expansion of the initial pool of recipients.