The AA and their RPO partner PeopleScout have won the ‘Best event, experiential outdoor advertising and campus installation’ prize at this year’s RAD awards. The judges awarded the prize based on PeopleScout’s employer brand understanding and the client’s successful brief to engage the target audience in a thoroughly creative experience.
PeopleScout leveraged TMP’s extensive capabilities to improve employer brand awareness and capture the essence of the AA’s recruiting ethos. The ‘AA Ready for ANYTHING challenge’ used the client’s brand messaging to build recognition of the AA’s contact centre roles and to meet the client’s hiring targets. The objective of the campaign was to create ‘a fun, conversation-sparking event that captures the essence of the AA employer brand.’
PeopleScout presented the brand to local audiences through peer engagement – reaching a large number of individuals effectively and creatively. The campaign centred on the brand message ‘Who is Ready for ANYTHING?
The solution consisted of two events featuring contestants taking on a series of randomly selected challenges such as ‘Yellow brick road’, walking on thousands of Lego bricks and ‘A brush with fear’ cleaning your teeth with horrid flavoured pastes. The events included digital screen and on-stage announcements highlighting the AA’s local career opportunities alongside influencer posts with live streaming.
All response was driven to the AA careers site where daily visits doubled and trebled during the events.
“Both events were a massive success and surpassed our expectations in terms of the level of engagement, prior, during & post the events,” said Craig Morgans Head of Talent Acquisition, HR Shared Services, Learning & Development.
PeopleScout Managing Director, Jon Porter commented ‘I’m delighted that this campaign has been recognised by the industry, the brief enabled us to showcase our skills in creating dynamic events to increase local and regional employer brand awareness.’
To find out more, click here to view the short film & case study.