March 2011

We’ve just kicked off an exciting and rather cheeky campaign with Reckitt Benckiser (RB). The aim?
To create brand awareness amongst graduates and people early on in their business careers. We’re using posters, leaflets, QR codes for mobile access, social media and online gaming as well as great giveaways to get students and young professionals excited about career opportunities at RB.

We’re lead agency, but a big shout goes out to our partners, TAMBA for the gaming and social media element and to Graduate Promotions who are sorting things out on-campus.

Known for innovation, speed to market and market beating financial performance, RB knows its future growth depends on getting enough of the right type of high flyers – people with attitude and entrepreneurial spirit. So this campaign isn’t about selling more products; it’s about selling RB to people thinking of starting a career in FMCG (fast moving consumer goods).

Two essential tiers make up the campaign strategy. First, early engagement and brand awareness raising with students and graduates before they’re even ready to job hunt. Second, engaging with active career seekers – either graduates or those in the early stages of their careers.

The creative vision takes a witty look at RB’s famous household name brands. Durex, Clearasil, Cillit Bang and Dettol have been turned into bold, impactful and cheeky headlines, supported by copy about career opportunities at RB. So Durex encourages you to “Go for the thrill”, while Dettol “Kills 99.9% of dull jobs.”

The campaign will be primarily on-line and on-campus. Posters, flyers and specially branded RB product giveaway events are gathering attention at top university campuses in 10 countries worldwide. Flyers use QR code technology and promotional messages to drive students to the RB website where they can enter competitions, see all the campaign posters and find more information about careers at RB. Social media centres around activity on Facebook, Twitter and RB’s blog. Interactive quizzes and a quirky virtual career game encourage people to linger while learning more about RB.

Andraea Dawson-Shepherd, SVP Global Corporate Communication and Affairs at RB says: “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.”



See what the online press are saying about it… 

Marketing Magazine
Management Today
Corp Comms
Marketing Week
HR Magazine



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