Attracting the top graduate talent calls for an innovative approach to recruitment. Our partner agency, ThirtyThree approached us to get involved with such a video marketing campaign. We jumped at the chance to produce a video to promote their client, AXA’s new global competition for graduates. The ‘Great Global Adventure’ is an opportunity of a lifetime to travel and gain work experience at the world’s leading insurance firm.
As a first for AXA recruitment and with huge investment in the prize, it was essential that the video would get their potential audience excited about the contest and the AXA brand. But with over 138,889 videos watched on YouTube and 10 million ads streaming every minute, how do you engage this audience? We knew that this video really had to grab their attention.
The brief was to creatively develop and produce a short, punchy video to promote the competition to graduates all over the world. It needed to include a description of the different elements of the prize, including two work placements in international locations and an all-expenses-paid trip around the world. Watch the video now.
After an in-depth meeting with the client, our team came up with the whole creative solution. We decided the most effective way to excite the graduates about this amazing prize was to put them in the shoes of the winner. A first-person point-of-view filming technique felt like the perfect way to do this.
After developing detailed storyboards and scripts to make sure we were telling the story that needed to be told, the next challenge was to bring the film to life. We did this by developing a specially bespoke camera rig. It allowed us to shoot first person, without losing the high production values we always strive for at Hurricane. (You can read more about this soon here on the blog).
With the head cam rig built the team set about filming the footage, we needed for the story in a variety of international locations. The timeline for the overall project was very tight, with all the shoots set up in record time. The filming in the UK took place over two days on location with additional airport shots filmed at Heathrow. Our crew then travelled to Hong Kong and Paris back to back over one week to film at the AXA global offices, where we worked directly with the AXA team.
It was a challenge to fit in with the AXA teams’ busy schedules but our crews are used to fitting in with tricky timescales and the resultant shoots proved to be a fun and successful experience for all involved.
The footage was in the bag and we knew that in order to evoke the emotion and excitement of the adventure, the film needed to feel like a real rollercoaster ride. In the edit, we focussed on tight cuts and creative transitions to really express this feeling to the viewer.
The music was written by our composer as a bespoke piece to give the whole sequence bags of pace and allow us to control the mood throughout. Music and editing combined to create a film that we feel hit the original brief spot on.
If the film is anything to go by then one lucky graduate is going to be in for one heck of a great couple of years, so all that was left was to distribute the video and wish all the entrants the best of luck.
The video featured on the Great Global Adventure landing page, relevant university blogs, YouTube and social media. So far on YouTube this recruitment video has received over 9,000 views and growing.
If you’d like to discuss any potential internal comms or video marketing campaigns with us, feel free to get into contact.
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