CPA Australia wanted to recruit the brightest students and set them on the path to CPA certification and membership throughout their career. The CPA Big Break Project gave students an opportunity to make it big at the big end of town, win money can’t buy prizes and present their big ideas to the major players in big business.
The key? Work within a conservative brand framework while creating appeal and generating interest to a younger audience segment.
Results?
- Registrations were 807% above target
- 2,888 competition registrations were received
- 1,668 new CPA student memberships generated
