Royal Bank of Scotland
The story of a touring elephant.
The Challenge
We partnered with the Royal Bank of Scotland (RBS) to enhance their reputation as the preferred employer among university students.
Previous campaigns had faced challenges in engaging students sufficiently to create meaningful and lasting interactions. To address this, we moved away from a single touchpoint strategy and instead developed a plan comprising a series of engagements. Our aim was to encourage students to hone their entrepreneurial skills by developing strategies to benefit their global community. This campaign was specifically designed to focus on students utilising their employability skills, which in turn would elevate the quality of prospective applicants for RBS.
Out of these challenges the RBS Indian Summer campaign was born!
Our Solution
We kicked off our campaign with a tour of UK universities, featuring an eye-catching full-size fiberglass elephant designed to draw students into our initiative.
Students were then invited to an interview at a local Indian restaurant with an RBS representative. From these interviews, a team of five students per university were selected to participate in the RBS Indian Summer Challenge - a unique, one-day entrepreneurial experience aimed at raising funds for The Prince’s Trust.
During the challenge, teams competed to raise as much money as possible, showcasing their business acumen and innovative thinking. After the challenge, they presented their ideas and achievements to a Dragons’ Den style panel of RBS executives, who evaluated their creativity, determination, teamwork, and entrepreneurial spirit.
The winning team was rewarded with a once-in-a-lifetime trip to India, where they had the opportunity to work with a homeless charity on the streets of Mumbai.
Our Success
Engage
The campaign was hailed as a success, achieving remarkable levels of positive engagement from students at every touchpoint.
Inspire
Finalists received support from RBS and The Prince’s Trust, enabling them to highlight a series of unique learning experiences on their CVs.
Connect
Due to its success, the campaign ran for five consecutive years, with many finalists subsequently joining RBS's Graduate programs.