Case study 1: ScottishPower

ScottishPower has used 60 Watt for a wide range of briefs including its annual Graduate recruitment campaign.

We approached this with our total integration hat on. The multi-media campaign included giveaways for graduate recruitment fairs, posters and press advertising, point of sale, online advertising and exhibition stands.

The campaign powerfully captured Scottish Power’s green credentials in attempting to address the issues that they faced in the current recruitment market.

Let’s be honest, power is not exactly right on these days so ScottishPower were up against it recruiting from today’s pool of highly environmentally-aware graduates. In fact it was becoming a significant challenge.

60 watt therefore set out to highlight ScottishPower’s commitment to renewable energy development, demonstrating that the firm was both responsible and aware of their potential impact on the environment and that they were positively responding to the challenges for the future.

Based on previous experience Scottish Power had set a target of 360 applications for the graduate recruitment campaign and were very nervous about the negative potential of the green lobby.

They need not have worried as the campaign pulled a remarkable 563 applications and 14 graduates were recruited.

The work went on to win the grand Prix (our fourth in seven years) at The Herald Scottish Recruitment Advertising Awards in October 2007.

We love it when a plan comes together.

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