AXA

Taking graduates on an adventure

Our brief? To design, develop and deliver an initiative that would raise awareness of AXA as a graduate employer and generate applications to their 2015 Global Graduate Programme.

Our solution? We designed, developed and launched an exciting, original competition: the Great Global Adventure. And it really got students talking.

Understand

Our research indicated that AXA had little to no employer brand presence among its target audience of 18-23 year olds. We needed to create a real buzz around the brand and the strategy was simple:

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Launch an event that would really capture the imagination of the audience.

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Engage the audience and raise AXA’s profile as an employer of young people.

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Build a database of potential candidates.

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Invite applications to the Global Graduate Programme.

Engage

We made sure the Great Global Adventure was totally responsive, so our target audience could play on all their devices. And by offering the most desirable prize in graduate recruitment history – a 12 month all expenses paid world trip, including two internships and a place on an AXA volunteering project – we really got them playing.

Social media was an integral part of the game and AXA’s channels were leveraged as promotion tools and to push out additional content.

Inspire

220118
visits to the game

25914
players from 221 countries

130960
completed challenges

5978
hours of gaming

54689
Facebook likes

Recruitment Campaign

The Army

Recruiting the right targets

Employer Website

National Trust

Telling a fantastic story