EY Spring campaign

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Gamifying school leaver and student marketing

EY

EY is all too aware that many young people may perceive them to be a stuffy accountancy business - especially school leavers who aren’t in the know. So, it wasn’t a time to be timid in the way we marketed EY and the career opportunities it offers, particularly when we were trying to appeal to much sought after STEM students.

At the heart of this campaign was the idea of helping students by giving them fresh, useful insights into the changing skills they’ll need to succeed in the workplace of the future.

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The Future Skills challenge was not just promotion but fun interaction and invaluable education. The five Skills were gamified across a number of social platforms, including a gaming Instagram page named ‘Instabot’ and Facebook 360 video challenges, all centred around innovation, robotics and future skills.

We also created content with high-profile youtuber and social influencer Jim Chapman, helping us to reach the target audience in a way that felt more relevant to them.

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65% increase in applications numbers YoY
86,597 student reach across UK
66k VIEWS ON JIM CHAPMAN’S YOUTUBE VIDEO
6,125 APPLICATIONS + 20%