
Hilton Grand Vacations
Research & Branding
Marketing
Our unique interactive quiz game helped students understand what type of thinker they are. And in turn, where they might thrive with Lazard.
Lazard is a global financial advisory and asset management firm, but not your typical one. They are a company that takes a creative approach to analysis, and where curious graduates of any degree discipline can build a financial advisory career – even if they don’t realise they already have the skills needed to succeed in the role.
They needed a graduate campaign that would appeal to students who had never considered working in finance before, particularly humanities students and women. The campaign needed to:
To better understand our audience, we ran a focus group with undergraduates studying a wide range of disciplines. We heard students were looking for a role that they could apply their existing skills to and to know how they were applicable. We used these insights to inform the direction we took with the campaign.
While finance has a reputation for being mathematical and logical, a successful financial advisor is an analyst, a strategist, a relationship-builder and an innovator – and without creativity, the biggest deals would never get done.
To express this we showcased famous passages, quotes and diagrams from across degree disciplines. For example, the opening lines of TS Eliot’s The Wasteland, a diagram showing biochemical processes and an extract from the Donaghue v Stevenson case.
The campaign included:
Our results exceeded all expectations: