Get the brightest and best young people around the world to engage with an annual programme, CEO for One Month. This is run by Adecco, the world’s largest workforce solutions business and the ultimate prize is shadowing their Global CEO for one month.
Previous campaigns had focused on the big prize. The problem with this is everyone knows the chances of winning are minimal. So rather than focus on the summit, we wanted to get people to fall in love with the climb and imagine what they might learn just by participating in the programme.
Strategy
Creative
Social & Influencer
Internal Engagement
Film
Studio
Translation
Adecco had already established a strong national and regional infrastructure to channel applicants from each of the 44 countries that the programme ran in. Our role was to get anyone who thought they might have what it takes, to give it a go.
Rather than look for an advertising ‘big hook’ we created a wide range of different content to make the programme seem fun and full of possibility. This included thought leadership posts, short form videos, interactive posts and quizzes and Instagram lives. We also took the campaign to TikTok for the first time.
Working on a large and very popular global campaign, there was a constant need to strike a balance between creating content to attract the significant lead volumes required, and ensuring the creative was accepted and understood across all regions.
I wanted an agency who would be proactive with continuous improvement, and this is a real strength area for Maverick as I was presented with new and innovative concepts on a regular basis.
