The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

AIA WORLDWIDE


FUTURE HUNTERS

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Best Retail Online Campaign, Best Of Show Online Campaign

M&S is a future-focused brand with clear ambitions to be an innovative, digital and customer-centric retailer. We needed a strategy that would engage with and attract our target audiences - digitally native apprentices, interns and graduates – through a technologically optimised experience. ‘Future Hunters’ was an online and on-campus scavenger hunt unlike any other. It was a bold stunt designed to capture imaginations, but simple enough to get involved in. It used a brand-new technology that’s never been used in the recruitment space before: What3Words, which became central to the candidate experience. Our futuristic-looking website acted as the starting point for our hunters. Here, students had to crack three cryptic clues. The website then used a built-in API to direct successful students to What3Words.com, which optimises GPS technology. We used it to reveal the exact locations of secret lock boxes hidden on university campuses. After locating the lock box, the race was now on for our students. The first to reach it and snap the Snapcode on the front would be directed to our winner’s page and take our grand prize. M&S is often perceived as old hat. But a bold message, more modern style and a technologically innovative twist to our scavenger hunt helped make students view M&S in a new light: • 2,871 people began the challenge across 15 universities • 440 people found their lockbox – giving M&S email addresses of the most successful participants • 377,077 impressions online, spreading the word about M&S

Contributors:

TMP WORLDWIDE

Location: United States

About the Agency:

TMP Worldwide (www.tmp.com) is a global, tech-enabled talent acquisition company that leverages software, advertising and creativity to develop and deploy our clients' employer brands across digital, social and mobile platforms connecting candidates with employers. This strategic mix of talent and technology allows us to serve a global client base that spans virtually all sectors of private, public, and government employers, and positions us as the organization to define the standard of measurable and cost-effective solutions to the human capital management community.