Performance is art

AIM

Rolls-Royce was looking for a creative concept to be the centrepiece of their 2014 Graduate recruitment campaign. They wanted to showcase their products in an artistic manner, to show the innovation and creativity that goes along with Rolls-Royce in order to attract and recruit bright graduates. TMP Worldwide was approached to design and execute the key creative concept and bring the campaign to life. Rolls-Royce branding initiative was also aiming to achieve a top 20 company in the Times Top 100 Graduate Employers and make them No 1 for engineering students.

APPROACH

TMP's research started with a visit to Rolls-Royce's famous base in Derby where the TMP team drew inspiration from the Rolls-Royce Technology Exhibition Centre to set the tone for the whole campaign. Here we saw Rolls-Royce engines deliberately presented so they looked like they belonged in an art gallery, leading to the 'Performance is art' campaign. To support this creative output, a video "Adventures in Power" was created that shows the stages of design and manufacturing of Rolls-Royce products, interspersed with vintage archive, Henry Royce quotes and typographical quotes. The sound track was made using sounds sent in by Rolls-Royce colleagues across the business in order to get insightful input from authentic Rolls-Royce employees.  

The aim of the video was to demonstrate the innovation and creativity at the heart of Rolls-Royce and give a great message about its culture and personality to potential candidates.

In order to generate a buzz and further engage with our target audience, a competition to "Win the summer of your life" was created where Facebook users try and get the most 'likes' for the graduate campaign video. The video was promoted around key universities campuses at Southampton, Nottingham, Bristol, Loughborough and Manchester as well as on Youtube, Twitter and Facebook.

IMPACT

The feedback and results from the campaign have been very successful.  The campaign has helped deliver 7, 849 Graduate applications and 5538 internship applications. RR achieved its Times Top 100 goal by entering the rankings at No 19 and achieved No 1 for engineering students. We have increased the RR Facebook page likes by 25%, the video has received to date (since launch on the 28th Jan) - 700+ likes, 400+ competition entries while the video on YouTube has also received nearly 5000 views.

  "The film and audio track captures what Rolls-Royce looks like when it is designing, manufacturing and launching its power solutions. It is who we are in 120 seconds. We're excited to be able to show ourselves in a different way to the great young talent throughout the UK." Dan Perkins, Rolls-Royce Global Employer Brand Manager