2022 | NEW ZEALAND | CONTEXTUAL CAMPAIGN | tvnz

Trade me jobs

What people are watching says more about their interests than demographic data. So we shifted our approach for TradeMe from demographic targeting to contextual relevance.

We created a campaign that matched job opportunities to the shows and genres people were already watching on TVNZ+, using viewing behaviour as a signal of interest rather than relying on assumed career intent.

Hospital drama audiences were served nursing and healthcare roles, while viewers of automotive content were shown transport and logistics opportunities — aligning job opportunities with the themes people were already engaged in.

Rather than interrupting attention with generic recruitment messaging, we used real-time cultural context to make job ads more relevant in the moment, turning passive viewing into meaningful career connection.

I concepted, wrote, and art-directed the campaign across TVNZ+, shaping the creative and executions from concept through to rollout.

Healthcare-themed shows - healthcare jobs

Car shows - Transport and logistics jobs

Game shows - office & admin jobs

All other shows - All jobs