Work with Phil Campaign

Despite an excellent reputation in the oil and gas industry, recognition of the company's name among grads was hovering around 10%. With no retail street presence, ConocoPhillips Canada needed a fresh brand to attract students at career fairs, as opposed to the employees-in-hard-hat ads so typical of the industry competition. And so, Phil was born. The multi-level Phil campaign speaks to students in a way that no other major energy company does. It's a young and informal version of the ConocoPhillips brand that avoids any type of corporate speak, but instead speaks like a friend to potential new grads. With that personality in place, teaser posters are placed across campuses that use intriguing headlines to direct students to the centerpiece of the campaign, workwithphil.com.

Category:

Film & Animation

Tags:

• Recruitment
• Campaign
• Success Story
• Advertising
• Interactive