Download 'Riddle' commercial (Right click -> "Save as", 3.8MB mpeg)
Download 'Riddle' commercial (Right click -> "Save as", 3.8MB Quicktime)
Campaign overview
To ensure new accountants are recruited into the profession, the Institute’s brand campaign continues to focus on students in 2007/8. A new phase of the campaign launches in October 2007,running in tandem with the ‘A world of opportunity’ commercials that have run over the last year.
The new commercial is structured around a riddle, posing conundrums such as: ’it will get you to the top, but it’s not a lift’, ’it will open doors for you, but it’s not a key’ and ‘if you get it, it will get you where you want to go’, followed by the question: ‘…figured it out yet?’. The answer to the riddle is the Chartered Accountant qualification.
This commercial focuses on the benefits of a Chartered Accountants’ career; linking the designation to the wealth of future opportunities it can offer young people. In particular, it brings to life the promise of achieving something tangible at the end of what can seem a hard slog of training.
 Download 'World of opportunity' commercial (Right click -> "Save as", 2.2MB mpeg, 30 sec version)
Download 'World of opportunity' commercial (Right click -> "Save as", 7.4MB mpeg, 60 sec version)
The ‘world of opportunity’ commercial complements the new campaign, maintaining presence among the member/business community and offering supplementary exposure for students.
Where to see the commercials
The new ‘Riddle’ television commercial hits television screens in early October 2007, with slots during targeted ad-breaks on SBS, and among other programs popular with students.
The ’world of opportunity’ commercial has been running since August 13 2006, and is still tracking well with business people and members especially. It can be seen during targeted ad-breaks on Sky and Foxtel.
Background
Before embarking on the development of the brand campaign, the Institute conducted research with students to find out what appealed to them in deciding on a career path. The research suggested that advertising needed to promote the designation as having more global opportunities and greater flexibility. As a result, the commercial highlights the diverse range of lifestyle and career opportunities available as a Chartered Accountant and explains the clear benefits that our alignment with the Global Accounting Alliance offers. The underlying campaign message is: only the Chartered Accountant qualification delivers truly global and diverse career opportunities.
Differentiation is a key objective of the ‘Riddle’ campaign. Further research reinforced this need for differentiation, with students saying there was a need to speak to them differently than the Institute’s major competitor does. This has been achieved with an intriguing commercial that has a personal, point-of-view style (rather than the expected corporate style) and purposely steers away from using testimonials.
Other campaign activities
Activities will include outdoor advertising on campus, university visits, careers fairs, work experience programs, information evenings, conferences, targeted direct mail, and web promotions/competitions.
You Tube commercials
The Institute's commercials can also be streamed on You Tube:
Last updated: 25 September 2007 |
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