Chartered Accountants brand campaign: ‘Toughest of its kind’

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Overview
In order to ensure that the Chartered Accountants brand continues to grow in the accounting profession, the Institute’s brand campaign targets students who are looking to secure a career in accounting.
Our brand advertisements are designed to raise awareness and drive preference of our brand among business and commerce students. Our advertising is also seen by other key audiences including employers, academics, careers advisors and the community at large.

A new phase of the campaign was launched on Monday, 15 February 2010, titled “Toughest of its kind."

The television commercial is structured around a riddle, posing conundrums such as: 'It’s the highest you can aim, but it’s not Everest', 'only the ambitious attempt it, but it’s not a solo voyage' and 'It will reward you for life, but it’s not a lottery’. The answer is revealed to be the Chartered Accountant qualification.

This commercial focuses not only on the benefits of a career as a Chartered Accountant including global recognition and the highest qualification in accounting, but it also acknowledges the unparalleled rigor of the Chartered Accountants Program and the dedication shown by those who step up to this challenge. Above all, it brings to life the reward of knowing that completion of the Program makes you number one in your field.

Where can you view the commercial?
The 'Toughest of its kind' commercial can be viewed during targeted ad-breaks on SBS, Channel 10 and selected PayTV programs that are popular with students. It can also be viewed on Facebook and www.ten.com.au.