Rolls-Royce

Research & workshops

Branding

Messaging & tone of voice

Creative direction

Animation & film

Copywriting

Digital design & development

Campaign strategy & execution

Rolls-Royce is synonymous with world-class engineering across the globe. But, as its business becomes increasingly digital and data-driven, it needs to attract exceptional people with the relevant skills to keep pace with its focus and ambitions.

That means reaching a new type of potential employee: one who may never have thought that Rolls-Royce is the place where they can find the career they’re looking for. And it meant tearing their attention away from the likes of Google and Apple.

This was a multi-discipline project. I led on the strategy, messaging, tone of voice, copywriting and creative oversight (including persona creation, campaign ideation and web strategy), and supported on the film and animation work as a team lead.

Evolving one of Britain's oldest brands to reach data & digital audiences

Rolls-Royce

Before any creative work could begin, we needed to really understand who we were speaking to. In-depth research, stakeholder interviews and cross-team workshops helped us develop audience personas which formed the basis of everything to come.

The personas were vital in developing Rolls-Royce's existing tone of voice and messaging framework, and in the creation of a digital and data specific employer brand with its own personality and a distinct visual language.

The development resulted in new content being created and new pages being added to the Rolls-Royce careers site. But content alone was not enough. The strategic work had shown that the target audience wouldn't even (currently) consider Rolls-Royce as an employer. We needed to generate some buzz.

To do that, we created an omni-channel campaign and competition – Race Your Code. It challenged potential applicants to test their coding and development skills in a real-life robot race and tapped into the love of coding, challenges and on-the-fly development we knew potential applicants had.

Animations and live films were created along with social content, while races were live streamed over Twitch – a favoured platform for the target audience.