Condor BB/A: Use of target group-specific film versions
In 2011, Condor BB/A produced a KPMG induction film designed to provide an engaging «onboarding» experience for new employees and potential applicants. The approach was to incorporate self-deprecating humor and critical self-reflection into the script.
However, the length of the seven-minute film made it less suitable for flexible use on internet platforms such as YouTube, Facebook or various student networks.The aim was not simply to shorten the film's plot for these specific purposes, but to adapt it dramaturgically in its entirety.
A trailer suitable for the defined target group was produced from the existing footage and additional image material. This was intended to convey the dynamism and freshness of KPMG, but at no point lose the visual language of the original version. Both films, as different as they are, still embody the original initiative "Cutting Through Complexity."
"The KPMG brand should be perceptible and tangible - both internally and externally. Communication should be adapted to the newly defined "Cutting Through Complexity" initiative," says Hubert Achermann, CEO of KPMG Switzerland. In this way, the complexity of the market will be presented in an understandable way for employees and clients on various channels.
