London has long been famed for the best job opportunities plus accounts for the highest number of adverts on the platform. With increasing decentralisation away from London, Totaljobs tasked us with creating a concept that would help it establish a stronger foothold in the North and attract increased sales of job ads from businesses recruiting in the north.

Our solution was The Northern Pound: the creation of a new domestic exchange rate that revealed the real benefits of living and working in the north of the UK.

Geraint Johnes, Professor of Economics at Lancaster was enlisted to calculate the exchange rate. Looking at a range of data source – including grocery bills, commuting costs and times, as well as housing costs – he concluded that every £1 spent in London was worth £1.17 in the North.

We launched the new domestic exchange range and secured widespread coverage including a six-minute segment on BBC Breakfast, as well as BBC News, Sky News Radio and articles across national and regional publications.

Localised sell-ins targeting seven cities was also undertaken with the additional creation of City CVs where the traditional CV was turned on its head by inviting candidate and potential employers to ‘hire’ a city based on its CV.

The research was also used as a hook for Totaljobs to organise and drive attendance to two key insights breakfasts in Manchester and Leeds – a fertile ground for sales.

The campaign beat all KPIs delivering over 230 pieces of coverage and contributing to increased job ad sales from new customers in the North, plus increases in web traffic.

The campaign has received the following accolades:

  • Finalist – SABRE Awards EMEA 2020 – Professional Services
  • Finalist – PRmoment Awards 2020 – B2B Campaign of the Year (awaiting results)