RBS - Collections Graduate Campaign

The Challenge:

In 2008/9 RBS offered over 30 different graduate programmes in a variety of locations. The challenge therefore was to simplify a complex organisation and promote the breadth and scale of opportunities available. It was also key to celebrate the RBS personality and their 'Make it happen' culture.

The Solution:

We therefore created a campaign made up of various collections of everyday articles which act as an effective visual metaphor for the breadth of businesses and career opportunities available at RBS. The wind-up toys featuring in the brochure and website tie the concept both in to 'Make it happen' and the graduate offering of 'real responsibility from day one'.

The Results:

• The website received over 64% more visitors in 2008 than the previous year. Applications were up 30% from the attraction campaign year-on-year. Due to the wealth of information provided up front applicants passing telephone interviews were up by over 100%. The website received 221,539 unique visitors compared to 157,355 during the same period in 2007/8.

• The Top Employer Web Benchmark 2009 ranked the website 6th in UK and 10th in Europe, compared to 57th in the UK and 51st Europe in 2008.

• And it won lots of awards.