brand awareness campaign

Capita understood that they needed to build an always-on brand awareness campaign to challenge the perceptions of those who already know Capita, and get those who didn’t, to sit up and take notice. Our challenge was to create a pool of talent, drive applications and position Capita as the major employer for customer service roles in their target locations.

Our rationale behind #BeBrillaintBeYou: ‘When it comes to finding candidates who shine at Capita, the right behaviours can top any ‘relevant experience’ and trump even the shiniest of CVs. Because it isn’t the ‘right’ grades
and qualifications that form meaningful connections with customers and colleagues; it’s the right characters. They can come in all shapes and sizes. Some are loud, some are quiet; others are outgoing, warm, comical, or driven by detail. Despite their differences, all have that “special something”, the curiosity, self-belief, and potential to be brilliant. All are valued and encouraged to be their true, best self, and are very much welcome at Capita.’

This rationale along with the new and exciting look and feel played key part in changing the clients direction, from a project to attract customer service roles to a company-wide brand awareness piece with a budget 5x what was initially proposed. For this campaign we created a large number of assets and activations across a multi-channel approach with all focussed around changing people perceptions of Capita but also to attract the best characters for the roles.

Ranging from an Interactive installation aimed at potential candidates so that they can discover how they’ll shine at Capita, to OOH advertising to a quiz that disrupted the application process and made it more relatable and accessible.