How was eCentral able to capitalise on the Best Job in the World?
Fri 05 Apr 2019
As luck tends to shine on eCentral, it so happened that business owner John Nayler had a round-the-world ticket booked for January 2009. Despite the holiday intentions, John had been an avid Youtuber since the inception of his ChannelWhitsunday.com and was travelling with more than the faithful notebook computer. In hand was also a tripod, camera, microphone and wireless receiver. This meant that video interviews could be made where-ever he travelled.
Completely unaware of the ground-breaking global social media blitz in the making by Tourism Queensland, John landed in the Italian capital of Rome.
Collected from the airport by the curvaceous Italian opera singer friend Ema, he was soon enthusiastically informed about a job on the Great Barrier Reef open to anyone and paying $160k for 6 month's work.
What was this Best Job in the World?
Tourism Queensland's award-winning creativity was simple. Post 2008 crisis, the world was in turmoil and global unemployment rates were soaring. Assigned to TQ's workshopping competition ideas, they came up with the idea to give-away a "Job" which came to include 6 months living on Hamilton Island, a $160k pay packet and fun obligations to "feed the fish" and "deliver the mail". The true stroke of genius was not to promote the job in traditional advertising channels however, to place small well designed ads globally in newspaper job columns. Applicants were directed to the campaign website and asked to submit a 60 second application video. 35,000 applications were received from virtually every country of the world. the Best Job in the World was quite possibly the first and most successful viral advertising campaign of all time. From a state government, no less.
Fully informed later at accommodation, eCentral's video and social media savvy was set to capture the global enthusiasm for the "Best Job in the World" like no other and a vigorous global video interview campaign was hatched that included:
Application video shot on the streets of Rome with Ema
Interview with Ema
Interview with Sarah Simpson at Southampton
Creation of John's own video application
Interviews with Christine Estima and Shannon in Toronto
Interviews with Linda Hoang in Edmonton
Reporting with Best Job In The World applicants in Vancouver
Interview with Finalist Adeline St Romain in LA
Interview with top 50 applicant Chris Bray in Sydney
Throughout the campaign and it's culminating announcement event at Hamilton Island in May 2009, eCentral's ChannelWhitsunday.com provided key coverage. Covering the final event, ChannelWhitsunday.com was on hand with a crew of 4 and broadcasted interviews with 12 of the finalists, interviewed key personalities and uploaded over 50 minutes of coverage by Telstra 3G - to the envy of international TV crews who's precious "satellite time" permitted measly 10 second highlight clips beamed to the world.
eCentral's enthusiastic commitment to new technology has positioned John and the team to take advantage of the online opportunities as they arise. eCentral's innate understanding of YouTube and online video has since manifest 100's of promotional videos for clients, informational series, and the Linkedin hit "eCentral Business Show". eCentra's capabilities now support Queensland's Best businesses as a key inclusion of their unique and powerful marketing program.