Building on our successful brand launch of the Humber Internships Programme (HIP), our next project was to produce and launch a campaign to promote their 12-week Summer Internships. The internships are a great way of bringing together the best students and graduates with ambitious SMEs from across the region.
HIP’s aim was to deliver at least 60 internships during the summer months. To do this they needed to appeal to two distinct audiences to get them on board with the opportunity. Firstly, they needed to register a diverse range of students to ensure SMEs were provided with suitable and work ready candidates. They also needed to appeal directly to the SMEs and encourage them to consider taking on an intern, highlighting the many benefits they can bring to an SME business.
Our response to the brief was to produce a single campaign theme ‘Time To Shine’, that would appeal to both audiences. As this is a summer campaign, we wanted something that reflected both the time of year but also symbolise what this opportunity means to both target audiences. It’s not just a ‘Time To Shine’ for the student and graduates, it’s also a time for the SMEs to enhance their business with the addition of an intern who’ll contribute to helping the SMEs business shine.
To achieve this, we produced a different photographic style for each audience. The style for the intern’s is very summery, with images of students wearing sunglasses and bright coloured clothing stood against vibrant coloured backgrounds. For the SMEs we took a slightly different approach with imagery reflecting some workplace scenarios, with the students highlighted by a sunbeam halo around their heads, as if they were physically shining within the working environments.
The idea throughout both campaigns is that the futures so bright, you’ve gotta wear shades! To emphasise the point, we produced some HIP branded sunglasses to give-away to students on campus. For the SMEs we sent out the glasses as a piece of direct mail, to create a buzz around the campaign to encourage them to get involved with the initiative.