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    B2B Marketing

    AWARDS 2012 CASE STUDY: Category 3: Traffic Lights Party for OilCareers.com by Fifth Ring

    Content, Creative & Campaigns

    B2B MarketingBy B2B Marketing

    OilCareers.com required a campaign to generate significant footfall on its website and create visibility of the brand during the Offshore Technology Conference in Houston. The market place is a virtuous circle, so with a small booth, limited budget and extremely crowded event, the campaign had to align with OilCareers.com’s longer-term strategy, to position it at the heart of oil and gas jobs –providing candidates and recruiters with everything required to find a perfect match.Capturing the zeitgeist of modern US culture, the campaign asked visitors to the conference to rate their job satisfaction by taking a drink in a coloured cup:• Red – I really love my job• Amber – Excite me and I will consider it• Green – I could be just what you are looking forThe campaign was a hit with visitors and received interest from local and international media. Such was the physically viral nature of the campaign; cups have been spotted in two international airports. Its success has seen OilCareers.com implement traffic lights across its worldwide exhibition schedule.

    OilCareers.com required a campaign to generate significant footfall on its website and create visibility of the brand during the Offshore Technology Conference in Houston. The market place is a virtuous circle, so with a small booth, limited budget and extremely crowded event, the campaign had to align with OilCareers.com’s longer-term strategy, to position it at the heart of oil and gas jobs –providing candidates and recruiters with everything required to find a perfect match.

    Capturing the zeitgeist of modern US culture, the campaign asked visitors to the conference to rate their job satisfaction by taking a drink in a coloured cup:
    • Red – I really love my job
    • Amber – Excite me and I will consider it
    • Green – I could be just what you are looking for

    The campaign was a hit with visitors and received interest from local and international media. Such was the physically viral nature of the campaign; cups have been spotted in two international airports. Its success has seen OilCareers.com implement traffic lights across its worldwide exhibition schedule.

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