Logica; 'The Golden Ticket' - Award Winner!
The Challenge:
Logica wanted us to target school leavers who were weighing up options between university and going straight into work - we needed bold creative to grab their attention about a unique opportunity to do both. The brochure needed to attract high flying students (those who would want to go to uni) into client facing roles whilst reflecting the down to earth, relationship-driven culture at Logica. They wanted to encourage ambitious out-going students not wall flowers.
The Solution:
We needed to engage with our audience by simplifying the complexity of the Logica business, using examples of work which would resonate with their everyday lives (eg the American Idol voting system) and language that was accessible to this age group. Through testing with existing Logica apprentices we ensured the creative would have maximum appeal and was on message to reflect the experience they were having at Logica.
The Results
- 2,000 brochures were handed out over a one month period - helping to generate 1,388 visits to the application website during the month of June when the campaign launched.
- All 15 places were filled within 3 months of the campaign going live.
- Recruits not only met the high academic criteria but also demonstrated the behaviours and relationship building skills that Logica were looking for and which adhered to the essence of their brand - demonstrating that the brochure was targeted and effective.
- Award winning creative: Winner, Best Literature, RAD Awards 2010; Finalist, Best Copywriting, CIPD Awards 2010
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