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Launching a brand
Case study: Atlantic Resourcing Ltd
The problem…
Atlantic Resourcing wanted to make the step change to major player in oil and gas recruitment. They knew branding and advertising could help win the critical volume of customers, but weren’t sure how.
Our solution…
While competitors repeated endless images of oil rigs, we wanted to show that ARL isn’t about metal, it’s about people. And, to attract the best people, we wanted to be aspirational.
Our campaign – The Right Staff – created stars of the men and women working offshore. A TV ad, posters and website showed them in a different light, making them real and slightly heroic, allowing the audience to connect with them. The desired response was simple – “That’s different. I want a bit of that!”
The result…
After just one month, CV submissions rose 55% overall, and by 100% in certain specialist areas. Two years on, the candidate database has risen from 26,000 to over 50,000.