Argos are still choosy…
For the fourth year in a row Argos are continuing with their successful ‘Choosy…’ Graduate Leadership scheme. And for the fourth year in a row 360 has been involved with communicating the ongoing success story of the scheme. This year we have been concentrating on improving the campaign microsite – www.wearechoosy.com has been upgraded to include past and present graduate career journeys and video profiles.
Read a full case study outlining our involvement in marketing the scheme below.
Argos Graduate Case Study
Challenge
360 Degrees Advertising was briefed by it’s client, Argos, to help them develop a campaign to attract a select number of high calibre individuals, who would be offered the opportunity to join a corporate career fast-track scheme to become the Group’s future business leaders. Our challenge was to both intrigue and encourage potential graduates to understand both the size and the variety of the opportunity that was on offer. Our brief emphasised the point that Argos were going to be very selective in deciding who they might bring on to the scheme – indeed, the point was made that they would rather not make an appointment than potentially bring on individuals that would not make the grade. The campaign was targeted to hire six graduates.
Solution
We needed to communicate to our target audience that Argos was being as selective as they were, so we developed a ‘cherry-picking’ concept around a single word – ‘Choosy’, married to a clean, aspirational design style. To further add intrigue, we omitted the Argos logo from most materials – including the front cover and the first few pages of the brochure. Print materials were supported by a microsite – www.wearechoosy.com that further emphasised the exclusivity of the scheme, with a consistent high-end design. The brochures were printed to a very high quality spec and were only ‘presented’ to potential candidates who had already impressed at the initial discussion stages.
Results
Results were impressive – in the first year Argos recruited five exceptional leadership candidates, as well as a healthy talent database for other graduate-level positions throughout the business. ‘Choosy’ has become a staple recruitment tool for the attraction and selection of class leading candidates into the business. The campaign continues and existing recruits have been included into the solution as ‘brand advocates’ for both the business and the scheme.
David
