Go Where Your Audience is: EY Redefines On-Campus Recruiting with Mobile
EY, formerly Ernst & Young, was looking to stand out from the competition and connect with college recruits in ways they knew this audience could relate. EY wanted to create a campaign that kept EY top-of-mind when the job or internship search was underway among a specific audience target: business and accounting majors at 56 top colleges across the U.S.
Mediahub/Mullen leveraged a strategic partnership with Millennial Media to delve deeper and create a unique experience that would engage their target audience in an innovative way. Mediahub/Mullen’s creative team concepted a creative strategy to take the main pillar of EY’s campaign: “Amazing from every angle,” and turn that messaging into a unique and engaging experience: allowing users to choose from a selection of beautiful origami figures and create them virtually via their smartphones’ touch screen.
Audience scale and engaging creative paired with leading geo-location targeting capabilities enabled the EY campaign to effectively reach its target audience. Millennial could pinpoint within two (2) miles of 56 pre-selected campuses to raise EY’s profile and allowed EY to hone in on real-time location features that could ultimately drive foot traffic to the on-campus recruitment events.
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“Leading with mobile was an easy decision for us. We made the decision early – we were going where our consumer was, so we could connect with them in relevant and engaging ways. Partnering with Mullen and Millennial enhanced our mobile experience, and afforded EY the opportunity to leverage location capabilities not viable on any other platform, at scale.”Gina Preziosa, VP, Mediahub/Mullen