Rabota – Complain and Download
 

Brief: Re-launch a jobtech platform in a highly competitive market dominated by well-established players.

Insight: People constantly complain about their jobs but rarely take action—30% of surveyed users said they wanted to change jobs but hadn’t done so.

Idea: Enduring and complaining is absurd when a better job is just a tap away.

Story: A series of relatable, humorous situations in which characters endure increasingly unbearable working conditions, pushed to the point of absurdity.

Media: TV and OLV.

Results: Rabota.ru skyrocketed to #2 in the App Store’s Business category within just two weeks of the campaign launch.