Switching students on to KPMG

As part of its ongoing drive to attract the brightest minds in the graduate market KPMG is embarking on an innovative outdoor campaign to drive awareness of the brand and increase graduate applications.

Designed by brand response agency LIDA, this is the latest execution of ëAre you destined for greater things?î ñ an ongoing strategic, integrated campaign that launched with the Milkround campus events last September. The creative executions place beautiful or premium objects in inappropriate surroundings, for example a chandelier hanging from a lamp post and a race horse giving donkey rides on the beach. The premise being that those destined for great things should reach their full potential by joining KPMG.

The new outdoor campaign brings this theme to life by developing the chandelier idea and lighting it up in various ways. LIDA has produced innovative die-cut six sheet posters that will be displayed on backlit poster sites, sandwich boards with intricate LED lights that make the chandelier shine and portable cardboard chandelier structures that can be switched on and off. All will be displayed in major university towns and cities across the UK.

Comments Alison Heron at KMPG:
ìRecruitment of the top graduates is an essential part of the KPMG strategy. This is why we embark on a continuous year round recruitment drive to ensure we raise our brand profile amongst students and push KPMG to the front of mind as an exciting, innovative place to work. The graduate recruitment marketplace is notoriously competitive so it is essential that we achieve cut-through with our marketing activity.î

Adds Robyn Forbes, Account Director, LIDA:
ìOn a dull, dreary February afternoon what better way to catch a studentís attention than with a brightly lit, intelligent campaign? We are extremely confident that it will deliver, particularly since our previous work for KPMG has proved extremely successful, achieving an 18% year on year increase in the number of high quality graduates being offered a place on the KPMG Graduate Programme.î