'Woolworths Group Leadership Programme for graduates' campaign 2003

Client:
Woolworths Group

Brief:
Create, design and produce materials to market the Woolworths Group Leadership Programme (WGLP) to graduates.

Attract a higher calibre of graduate who might otherwise not have considered a career in the retail sector.

Challenge negative perceptions of Woolworths and the Woolworths Group.

Solution:
The overall approach was to be non-traditional, which would otherwise strengthen any negative preconceptions of the Woolworths Group brand.

To combat the negative preconceptions of the company we devised a teaser leaflet which conveys strong, enticing messages before the user even discovers that it is in fact the Woolworths Group when they remove a silver scratch-off panel.

Also, rather than re-purpose the content on the dry and unattractive corporate site, we produced a site with a unique URL to promote the Programme.

The Programme has many unique selling points, not least that it was tailored to the individual. We developed this as a theme by branding the campaign with the "you ©" marque and the theme is continued by the use of quotes and narrative directly from the company's recent graduate recruits.

www.you-graduate.co.uk
Click here to visit the WGLP graduate site.

Campaign created by paulhc while employed at Flag.