Hong Kong – Jobsdb by SEEK has launched “Better Job Matches”, a new integrated marketing campaign highlighting its AI-powered job search and matching capabilities, brought to life through character-led storytelling.
Developed with Accenture Song and directed by Thai filmmaker Suthon Petchsuwan, the campaign forms part of a wider regional push by SEEK across six markets: Hong Kong, Singapore, Malaysia, Thailand, Indonesia and the Philippines.
Built on SEEK’s existing “Better Matches” platform, the campaign shifts the brand’s messaging towards job relevance rather than volume, positioning Jobsdb and Jobstreet as platforms focused on connecting candidates with roles that better align with their skills and preferences.
The creative direction is based on the insight that jobseekers prioritise fit over choice. This is reflected in Jobsdb’s latest Workplace Happiness Index, which found that 47% of Hong Kong workers report being satisfied at work, with factors such as purpose, career progression and day-to-day role satisfaction cited as key drivers.
Melissa Eisner, Managing Director at Accenture Song, said, “Across Asia, how people think about work is shaped by something deeper – family bonds, cultural values, and a search for purpose. With this campaign, Accenture Song set out to do more than showcase a product feature; we wanted to craft stories that genuinely resonate with people across six very different markets. Working closely with SEEK, we took a proven creative platform and reimagined it through an Asian lens – using iconic, character-led storytelling to make the idea of ‘the right fit’ feel personal and real.”
“We made a deliberate choice to partner with MUMs Film and director Suthon Petchsuwan. Thailand has long been recognised as Asia’s leading hub for emotionally driven commercial storytelling, and Suthon’s ability to capture nuanced, culturally resonant narratives across diverse Asian contexts made him the natural choice for a campaign of this scale. We’re proud of what our team has built together,” Eisner added.
At the core of the campaign is SEEK’s AI-driven search and matching system, which uses data such as skills, experience and user behaviour to recommend roles. Features including personalised job suggestions and indicators like the “Strong Applicant” badge are highlighted as part of the platform’s functionality.
The campaign extends SEEK’s existing creative platform into Asia through character-led storytelling, adapted for local audiences. It features familiar figures such as the Mermaid and the Monkey King, reimagined in scenarios where they find roles better suited to their abilities and aspirations.
For Hong Kong, the campaign was localised from script to execution, with dialogue and tone tailored for Cantonese-speaking audiences. Instead of traditional dubbing, Jobsdb worked with DoubleDouble Creative & Production and local voice actors, using AI-powered lip-sync technology from Mum Films to align speech with on-screen visuals.
Maryanne Tsiatsias, Chief Marketing Officer, APAC, at SEEK, said, “This campaign takes SEEK’s proven creative platform and brings it to Asia at scale, reimagined through locally resonant stories and characters. By combining that with SEEK’s AI-powered matching, we’re showing that no matter how unique you are, you can find your perfect job match on Jobsdb and Jobstreet.”
The rollout was timed to coincide with the post–Labour Day period and the lead-up to graduation season. It launched with out-of-home placements at Admiralty MTR Station, followed by a broader media mix spanning online video, search, display, social and owned platforms. A digital out-of-home network across commercial districts including Kwun Tong, Tsim Sha Tsui and Quarry Bay supports the campaign’s wider reach.
Tsiatsias added, “When it comes to looking for a job, we know how important it is for people across Asia to find opportunities that are truly right for them. Everything we do is centred on delivering that, and we’re proud of the strength of our search and matching capability. Relevancy is increasingly what matters most. Jobseekers don’t just want more options; they want the right ones. With this campaign, we’re making it clear that Jobs db and Jobstreet are the best places to find opportunities that genuinely fit.”
![[Rankings] Brand Finance x BDO](https://marketech-apac.com/wp-content/uploads/2026/06/Rankings-Brand-Finance-x-BDO.jpg)