Bank of Scotland Ireland / Halifax
Why a boost was required
There was an urgent need to recruit staff for 28 new branches of Halifax and Bank of Scotland in Ireland. But as brands, let alone employers, Halifax and Bank of Scotland were relatively unknown in the Irish market. There was ample money behind the launch, but the recruitment budget was limited.
As newcomers, this bank had to make noise. We seized the opportunity to harness the impact of the consumer-facing activity, and give recruitment the feel of a bigger campaign. So while the bank launched 2 separate brands, Halifax and Bank of Scotland Ireland, we ran a single recruitment campaign on the theme of Brilliantly Different Jobs, driving candidates to the dynamic URL, www.brilliantlydifferent.ie