Project Description

Lazard Case Study

ATTRACTING STUDENTS WHO HAD NEVER CONSIDERED A JOB IN THE FINANCE SECTOR BEFORE.

Our unique interactive quiz game helped students understand what type of thinker they are. And in turn, where they might thrive with Lazard.

The Challenge

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:

  • Appeal to students who hadn’t considered working in finance
  • Address misconceptions about working in investment banking
  • Increase brand awareness and education of the opportunities available
  • Achieve 40% intake of women

The Solution

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.

The Results

Our results exceeded all expectations:

  • Analyst applications were up 84% from 1,836 in 2016 to 3,381 in 2017
  • 103% increase in applications from women
  • 36% of analyst offers went to people with non-finance degrees (33% in 2016)
  • More than 4,900+ clicks to the Lazard graduate website and quiz