WSP needed to stand out in an overcrowded marketplace. With graduate and apprentice schemes to promote, they wanted our help in devising the type of campaign that the best STEM students would instantly engage with. We suggested reaching out to potential candidates via a video that would connect with the audience both intellectually and emotionally – and raise the prospect of an exciting career with WSP.
• BOLD CREATIVE CONCEPTS
• MILLENNIAL-ENGAGING MESSAGING
• COST-EFFECTIVE RESULTS
• MAXIMUM EXPOSURE
• HIGH-QUALITY HITS
The UK doesn’t have enough STEM (science, technology, engineering and mathematics) students, so they are in great demand. As such, WSP faces stiff competition for this valuable audience from an array of competitors.
WSP needed to be elevated above the clamour for the best candidates, so it was important that their video messaging was bold, memorable, human and unexpected. Our challenge
was to raise awareness of WSP as a graduate and apprentice employer – one that actually understands the candidates that they wanted to draw to their team.
COMBINING HUMOUR WITH INTELLECT
Every organisation in WSP’s sector talks about innovation – but in a very nondescript and ‘samey’ way. Exceptional candidates want to be bold in their career choices, so our
creative team shaped three equally bold film concepts that would tap into the audience’s sense of humour. WSP chose the ‘Where’s my…?’ angle, which would leave the viewer with a lasting impression that WSP understands their candidates’ ambitions and frustrations.
Millennials are renowned for their impatience to achieve things quickly, so we addressed this directly with taglines such as ‘Where’s my ﬂoating city?’, ‘Where’s my warp speed?’ and
‘Where’s my house on Mars?’. We summed this up with a simple call to action that encouraged candidates to ‘Think outside the future’
WSP enjoyed much higher rates of success than their competitors. The average number of views on similar campaigns is around 180,000. WSP’s video enjoyed 50,000 more views than
this figure, clocking up a staggering 234,343 views. The success of the video spoke for itself, with 57% of people watching it to the end – 15% higher than the average view rate.
HIGH-QUALITY & COST-EFFECTIVE
At just £0.01 per view on YouTube, WSP benefited from the lowest possible cost per-view. Social media fared well too, with 2,600 impressions being made on Facebook, 4,380 impressions on Twitter and 14,366 views on LinkedIn. The resulting applications were of the highest standard, with 45% of applicants coming from the UK’s top 25 universities, and
61% of people achieving a 2:1 or higher.
To see the video, click here.