Date:2018
Category:Communication
Client:KPMG
KPMG announces a contest to design a campaign with the aim of attracting and retaining the best University talent (that the students knew the brand and choose them as the ideal employer). The campaign should focus in differentiating KPMG from its direct competition (Big 4), based on its brand culture and bringing it closer to the new employees.
We set ourselves the goal of finding a BIG IDEA that was DIFFERENTIAL, EMOTIONAL, UNIQUE; that will generate a change in the perception of what differentiates KPMG from the rest. A global concept that would allow communicating all initiatives, actions, plans ... This is where the idea of KPMG Change Warriors was born, a philosophy to face the greatest projects and make them come true. A conceptualization that summarizes KPMG's fight against the static, what does not contribute, what does not make them evolve ... A call to change the world. Once the idea was raised, we developed the necessary content (concept video, testimonials, posts, recruitment site, pieces ...) to launch the media campaign and strategy in social networks.
- What started as a recruitment campaign has become a symbol for the company. It has achieved the objective of being differential and notorius that was pursued.
- The workers identify with the concept. From all KPMG areas and regions they joined the #KPMGChangeWarriors initiative and increased the visibility of the campaign.
- “KPMG Change Warriors” has grown and has been used for disability and social inclusion campaigns within the company. The change in KPMG also implies promoting diversity and being a socially responsible company that generates a positive impact on society.
