Case Study: Global Technology Leader

Case Study: International Technology Provider

At a Glance


40% of applications cited the on-campus events as their most influential source 4,354 applications to date, a 50% increase on last year Increase from 4,000 to 11,379 fans in Facebook

The Brief

Results from focus groups indicated that perceptions of working for our client, a leading global technology provider, were completely different to the reality. The perception was that they were grey, quiet and sterile. But the reality is quite different: this is a world class organisation where innovation and creativity can flourish; a place for the dreamers, the die hards, the innovators.

What’s more, this organisation is always looking for graduates who can bring a playful approach to problem solving – those who are at home in the fluid world of ideas in which it operates. Our theme was designed to target this group in an invigorating, fresh and unique way on campus.

Our objectives were to: – Give students a combined flavour of the overall culture and company experience – historically one team delivered technical talks, whilst another delivered recruitment campus events – Achieve an increase in visibility, authenticity and applications from on-campus activities – Generate excitement for the company and the impact of its technology, whilst giving a clear vision of life at as an employee there, sharing insight through case studies, and encouraging graduates to share their own experiences

The Work

‘It’s time to play’ was developed as the overall graduate message. This contrasted strongly with more traditional corporate messages and directly tackled misconceptions about the company as an employer. The brand promise highlighted our client’s unusual emphasis on creativity and innovation in the work environment.

‘Think, Create, Laugh’ was used as the principal headline across press ads, posters and online banners. It was set against a bright blue sky, replete with white clouds, with the top of a colourful fairground stand visually underlining the headline and its playful connotations.

The Campaign

We brought the concept to life on campus by creating the ‘It’s time to play’ marquee. The tent was hosted by members of both client teams and fitted with interactive technology and activities. Most importantly, graduates had the opportunity to speak to the company about graduate careers in a vibrant and stimulating environment.

To ensure the event lingered in their memories, visitors received a promotional Fairtrade organic chocolate bar, featuring the ‘It’s time to play’ branding, as well as a brochure designed to emulate the look of the marquee.

On the back of this, students were encouraged to download a free application, which directed them to a mobile version of the company’s graduate site. We created ‘It’s time to play’ HTML emails and posters, and even used ‘ad walkers’: people wearing mobile video screens who walked around showing themed videos.

The Results

The campaign was extremely successful and all of our client’s objectives were met. Both client teams worked together every step of the way on the project design, planning and implementation of the theme for campus events. Visibility on campus was successfully increased.

So far over 40 per cent of overall applications have cited the on-campus events as their most influential source. The company was thrilled with the results which have surpassed its expectations and blown last year’s figures out of the water. It has received 4,354 applications to date, a 50 per cent increase on last year.

Student feedback told us that they were invigorated and excited by the organisation. We were able to promote their products on campus, and to utilise social media as a means of continuing the relationship it started building with each student at the campus events. Their new Facebook site has been a big success. Since the events started in October, our client has gone from 4,000 to 11,379 fans on Facebook.

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