Institution: CIMA (Education)
Campaign: Be the Brains Behind the Business
Channel: Outdoor/Print/Social Media
CIMA (Chartered Institute of Management Accountants) is an educational institute for Management Accountants. Since, it is primarily an examining institute, and not a degree-awarding institute, coming up with marketing strategies to attract students to take up accounting exams is a crucial step for CIMA. However, with their lively brand campaigns, and their very inspiring tagline ‘Be the Brains behind the Business’, CIMA is successfully creating a demand which otherwise would be fulfilled with a traditional graduation degree.
Below are some of the excerpts of their ‘Be the Brains Behind the Business Campaign’:
The advert very creatively conveys the message that ‘we are not saying that the CIMA qualification makes you an entrepreneur, and you will start your own business after adding CIMA to your CV. Rather once you have acquired the CIMA qualification, since you will be working for some other company, you will actually become the driving force behind it, the person who puts all the thinking in making the company profitable, in short you will be the actual brains behind the business. So make your boss, the ceremonial post holder, and you take charge of making the strategies of the business, so that your job is safe and your boss cannot think about dismissing such a valuable person for the company’.
Considering the fact that this certification is for accounting managers or graduates who usually are White Collar Workers working or aspire to work in blue-chip companies, and usually not the entrepreneurs, the institution has successfully identified their target market and is directing their promotion towards them.
The advertisements sports young models in professional attire and the colors for the background; lively, solid, cheering and colorful, also adds to the fact that this certification is trying to attract students, young graduates, or even managers or accountants who are aspiring for a more prosperous future.
All in all, the advertising campaign is a very clever and creative idea executed successfully and certainly has helped the institution in getting its message across.