Clifford Chance, one of the world’s foremost law firms, runs an annual competition called Intelligent Aid. It helps them to stand out from their competitors by highlighting particular aspects of the work they do in a highly creative way. Since they are a leading player in the climate change and wider renewable energy market, 2012’s Intelligent Aid competition asked students to grapple with the question:
“What do you think are the most successful ways in which Governments can ensure emission reduction targets are achieved?”
Our challenge was to promote the competition to a wider and more diverse audience, increase entry numbers and create a buzz. Students entered the competition via a short written submission, and those who submitted the best entries were invited to a finals day in London.
Clifford Chance wanted to make sure they stayed absolutely true to the renewable, eco-friendly theme of the competition throughout the campaign.
We designed, planned and ran a series of one-day pop-up events whereby a miniature forest would appear on campus, initially “polluted” with cloud-shaped “emissions” hanging from the trees. Students could take one of these cards to find out more about the competition – and thereby reduce the “emissions”. If they chose a card with a lucky winning number, they could even win one of the on-the-spot renewable energy prizes.
Using trees in this way wasn’t just bang on message – it was economical, efficient and eco-friendly. After the campaign, the trees were even recycled – we delivered them to a local school where they were planted in the playground.
The results from the campaign were remarkable. The events were buzzing with students intrigued by the miniature rainforest that had popped up on campus, searching amongst the trees for a winning “emission card”. Clifford Chance were delighted, and careers advisors and other stakeholders on campus were glowing with praise. Oh, and the competition saw a 517% increase in applications year-on-year across the target universities! The campaign won Best Graduate Initiative in the CIPD Recruitment Marketing Awards 2013. Click here to see the judges’ comments.
What Clifford Chance Say
“We were absolutely delighted with Graduate Promotions’ creativity and flair throughout the process – they provided a fresh concept, and designed, produced and arranged a campaign that wowed our target audience. They really rose to the challenge and helped us to achieve remarkable results that met the brief we had given them. The entry numbers speak for themselves, and the campaign really helped us to showcase our firm to students.”