Scope
ICAEW aimed to promote its professional qualifications and CPD courses to accounting professionals aged 25-60. The campaign sought to increase course sign-ups, position ICAEW as the top choice for accounting education, and differentiate the brand from competitors. The creative challenge was to add a human touch to the campaign, making it relatable and engaging while maintaining a professional tone.
Services
# Campaign Visuals
# Campaign Headlines
# Campaign Strategy
Assets
# OOH Adverts
# Social Cards
# Videos
# Printed Collatera
# Search Display Ads
# Event Collateral
Approach
The creative design featured authentic images of real people, portraying individuals or groups in natural, relatable poses. Each image was paired with clever, personalised headlines that matched the pose or expression of the subjects, adding a warm, approachable feel. This creative approach stood out in a field often dominated by sterile and overly corporate visuals. The campaign spanned digital and print channels, with striking ads tailored for social media, industry publications, and event spaces, ensuring consistent messaging and impactful design across platforms.
Outcome
The creative strategy succeeded in generating high engagement across both target audiences. The B2C campaign elements created a buzz on social media, with consumers actively engaging with content and sharing their anticipation for the launch, which led to strong initial sales. Meanwhile, the franchise-focused visuals and content attracted substantial interest from investors and entrepreneurs, leading to numerous inquiries and franchise applications. The campaign effectively positioned the burger brand as both an exciting dining option and a promising business opportunity, establishing a compelling foundation for sustained growth.