The Institute of Practitioners in Advertising appears to be using the same theory that inspires many campus bands to call themselves “Free Beer”, by using vodka to tempt students into attending careers evenings about the advertising industry. A teaser campaign in association with Absolut vodka has been developed by TBWA/London and Naked Communications to get students at Edinburgh, Oxford, Bristol and York universities to access a website which invites them to a careers evening, gives the chance to win a bottle of vodka and links to a new IPA careers minisite.
Ann Murray Chatterton, IPA director of training and development explained why the campaign is being undertaken “We know that our industry values most those students who enjoy intellectual challenges and problem solving, but our research shows that advertising is still misunderstood by most undergraduates,” she said.
Research undertaken by the IPA last year showed that with the average graduate debt running to £10,000, advertising, which has around 400 graduate places a year, mainly in account management and planning, media planning and media buying, is a competitive marketplace for graduates. With graduates putting increasing emphasis on the work/life balance, many misunderstand what a career in advertising entails, for example the creativity and understanding of consumers involved, or the extent effective brand communication effects the destiny of a business.
Chatterton says that this campaign “should appeal to the curious” and says that they hope to attract graduates “who are looking for a challenging career but have not yet thought about advertising as an option.”
The 2-stage campaign will use guerrilla marketers, student notice boards and pigeon holes to advertise the IPA’s careers roadshows. The first stage will see marketers visiting the universities wearing Absolut t-shirts to distribute “Absolut Intrigue” postcards, leave Absolut bottle cut-outs in student pigeon holes and put up posters on notice boards. All the teaser material will have the website address on. The second stage will take place a few days later, when various elements of the campaign are brought together on posters revealing the venue event and again promoting the website.
IPA: 020 7201 8211 www.ipa.co.uk
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