We kicked off an exciting and rather cheeky multi-channel campaign for RB (formerly Reckitt Benckiser) with an immersive day at a top UK University. The aim? To create brand awareness amongst students and early careerists and inspire them to choose a heart-thumping career at RB.
Fast Moving Consumer? Good
FMCG giant RB knows its future growth depends on recruiting enough of the right type of high flyers – people with attitude and entrepreneurial spirit. Research showed high recognition of its brands such as Durex, Veet and Dettol, but there was a serious gap in RB corporate brand awareness. Time to make the connection.
Vanish (boring jobs)
The creative vision takes a witty look at RB’s famous household brands, and uses the campaign message of ‘heart-thumping opportunity’ for communications and activities with bold, career related twists – all with visual punch. The campaign, trialed at Nottingham University in the UK, featured activities such as head massages (Nurofen) and a fish foot spa (Scholl) alongside an integrated on-campus approach using Facebook, communications such as posters, leaflets, giveaways and a toilet takeover!
To engage with the online community we created an app called CrazieRBrands – 8 fast-paced and tongue-in-cheek mini-games using famous RB Powerbrands. We also created a global social game called UrbAN THRILL, the first digital free-running game perfectly capturing the thrill and energy of a career with RB.
The trial was so successful it was subsequently rolled out across nine global territories from Australia to Brazil. Massive engagement such as 1.6million plays of Urban Thrill is driving a new understanding and awareness of what RB has to offer – with a 98% rise in visits to RB’s online jobs board.