Employer research
Each year, the High Fliers Survey asks students to assess the quality
of the recruitment advertising and communications produced by major
graduate employers. In 2002, Ford's graduate brochure had come 16th.
Then work got
involved. By 2003, both the advertising and brochure were topping
the High Fliers survey. This was no fluke. The Natural Passion campaign
grew directly from a detailed employer research exercise by work,
exploring the motivations of Ford people and testing their reactions
to alternative creative approaches. Even at initial concept stage,
this campaign was scoring straight tens in focus groups, so it's
no surprise it came out as the student's choice.
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