Audit Commission; 'What's Your Mission'

The Challenge:

The campaign's core aim was to raise brand awareness on campus, ensure quality applications and challenge any misconceptions about the organisation with graduates. Traditionally the Audit Commission have struggled to compete against large firms in the commercial sector despite having a very competitive offering so we needed to convey this along with the key message that working for the Audit Commission is very rewarding.

The Solution:

'What's your mission?' poses a challenge to students and uses a combination of bright typography and quirky illustrations to engage the audience. This approach should also help to dispel any dull or negative connotations that may be associated with the brand.

Along with traditional advertising routes including on- and off-line media, careers fairs and skills workshops we developed an online community where graduates could interact with each other and the Audit Commission via a forum.

The Result:

• 110% increase in total number of applications compared to last year.

• Applications received between Sept 2008 - February 2009: 1,615

• Candidates offered between Sept 2008 - February 2009: 42 (against target of 40)

• Over 2,000 'missionaries' registered on the online community.