The Carbone Smolan Agency has designed an interactive brochure for Deloitte Touche Tohmatsu's Global Tax and Legal Services department. Deloitte wanted to positively differentiate the company from top-tier law firms so that it could continue to attract high-caliber J.D. and LL.M. graduates.
“Personalized campaigns are a growing trend,” said Leslie Smolan, CSA co-founder and executive director of client relations. “Organizations are discovering that something like an e-brochure is an economical way to speak directly and personally to a very specific audience.”
Housed on Deloitte's global Web site, the interactive brochure allows the firm to tell its story through personal narratives.
The multimedia technology behind the brochure uses a QuickTime film and Flash animation. A CD-ROM was created so that recruiters could showcase the brochure on their laptops without an Internet connection.
“We wanted to reach out to prospective candidates in a personal way and communicate the firm's assets as an international presence and an organization that values individuality,” said Claire Taylor, CSA's creative director. “The e-brochure uses streaming video and animation to simulate a one-on-one experience.”
In addition, interactive interfaces throughout allow the people to explore the brochure and discover or replay various stories. CSA, New York, profiled Deloitte partners in New York, San Francisco, Washington and Melbourne, Australia.
