Institute of Public Accountants

About this Project

Brief

The Institute of Public Accountants is one of the three legally recognised bodies for accountants in Australia. Starship was asked for a solution that would raise awareness and build membership of the Institute of Public Accountants amongst established accountants, as well as accounting students at university. We had to bring their positioning line ‘partnership beyond numbers’ to life.

Unique brand spaces

We positioned the Institute of Public Accountants as ‘a true partner’ who guides you as you advance in your career. This was demonstrated by a simple and quirky TV campaign, supported by outdoor and online collateral, which featured a solo guitarist being helped by an extra pair of hands.

Results

Starship’s ‘Partnership beyond numbers’ campaign saw a 55% increase in website traffic and a 67% increase in brand recognition. Membership inquiries and numbers went up significantly. Today, the IPA represents over 35,000 members and students over a range of practices. Competing professional organisations have since launched campaigns to retaliate…