Heart-Thumping career? That’s RB

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)

Our creative vision takes a witty look at RB’s famous household brands, and uses the campaign message ‘heart-thumping opportunity’ for communications and activities with bold, career-related twists. Trialled at Nottingham University in the UK, the campaign featured head massages (Nurofen) and a fish foot spa (Scholl) alongside an integrated on-campus approach using social media, posters, leaflets, giveaways, and an all-important toilet takeover!

To engage with the global online community we created a mobile app called CrazieRBrands – eight fast-paced, tongue-in-cheek mini-games that feature famous RB Powerbrands such as Face Invaders (Clearasil), Smooth Operator (Veet), It’s a Gas (Harpic), and Cut the Mustard (French’s). And a web enabled social game called UrbAN THRILL – the first digital freerunning game with real Parcours moves inspired by UK professionals – perfectly captured the thrill, energy and high performance of a career at RB.

Massive engagement

The trial was so successful it was rolled out across nine global territories, from Australia to Brazil. Massive engagement, including 1.6 million 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.

 
We offer a heart-thumping career for those who fit the culture. RB believes that this innovative multi-channel campaign will put us top of mind with those people.
Andraea Dawson-Shepherd SVP Global Corporate Communications & Affairs, RB
Client

RB (Reckitt Benckiser)

Project

Brand awareness campaign

Sectors

Consumer goods

Disciplines

Advertising
Animation
Awareness
Brand Strategy
Branding
Communications
Digital
Events
Experiential
Film
Gaming
Internal comms
Marketing
Naming
Positioning
Print
Social Media
Strategy
Visual Identity

Awards
  • Digital Impact Awards:

    Grand Prix
    Gold for Best Digital Communication as Part of an Integrated Campaign

  • CorpComms DigiAwards

    Finalist: Best Integrated Campaign

Results
  • 60%

    growth in overall visits to RB.com

  • 98%

    rise in visits to RB jobs board

  • 1.6m

    UrbAN THRILL plays reach 1.6 million in first year

External links

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