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:
- A media activation strategy that used a combination of job postings and targeted digital and social inventory to hit key audience groups.
- An interactive quiz game that helps students understand what type of thinker they are. The game was shared with students across various online channels, including social media.
- A variety of face-to-face and on- and off-campus events.