Chartered Accountants Ireland (CAI) has launched a new ad campaign to kick off the application process for the 2020/21 new student intake for the chartered accountancy qualification. The B2C, three-month campaign, ‘Secure Your Success,’ runs across radio, social, digital and press from this week through to when applications close on September 30.
The campaign, which was created by Kick, Wolfgang Digital and Initiative, is a key pillar of CAI’s year-round work to promote the accountancy profession to second and third level students, which has also recently included Virtual Careers Fairs on Instagram Live and Zoom platforms and participation in the virtual GradIreland Career Discovery week.
In the ads, former students tell their stories in videos.
Launching in the middle of a pandemic, when social media is more important than ever in people’s lives, the campaign is heavily digitally focused, with search, display and social. An all-island radio campaign on national and regional stations will start at the end of July and run for six weeks, with spend on digital radio also being used to target adults aged 21-34.
A series of four podcast episodes has also been commissioned.
Virtual open days will also be held throughout the campaign. Rachel Pattison, marketing manager, CAI, said ‘Secure Your Success’ allows people to share their experiences of the flexible route to becoming a chartered accountant as they can stay in their current job, study on their own terms and take on work experience when it suits them.
