Last Wednesday was a big night for us at the CIPD Recruitment Marketing Awards, as we picked up a trio of shiny new awards for our trophy cabinet. Along with wonderfully winning the Best Film category for our great work on RB, we scooped up Best Use of Mobile and Best Use of Social Media for the Great Global Adventure by AXA.
The Great Global Adventure was a huge project for us here in the Bristol office. Developed to raise awareness of AXA as a graduate employer around the world, at the heart of the campaign was a web-based treasure hunt-style game, where players gained points and rewards as they completed challenges. Top scorers then took part in video interviews, and five went on to be interviewed by a panel in Paris.
And the winner’s prize? Well, it was pretty fabulous. The winner received an all-expenses-paid trip around the world, including two six-week paid internships at two different AXA locations worldwide, and a voluntary experience with one of AXA’s Corporate Responsibility partners. So it’s no wonder the Great Global Adventure was such a huge success, with over 25,000 people from more than 200 countries getting involved for their chance to win.
With input from all corners of our client, creative and digital teams’ minds, we combined our magic to produce a fully integrated campaign that we marketed on a global scale using film, gamification, a global social strategy and internal advocacy.
But it doesn’t stop there. Having announced the winner of round one, we’re now preparing for the launch of round two, which is sure to even bigger and even better.
What’s even better than receiving gleaming new gongs is knowing that we surpassed our client’s expectations. Hannah West, Global Resourcing and Employer Brand Manager at AXA has already noticed the impact that the Great Global Adventure has had on raising the profile of AXA as a graduate recruiter:
“Our on-campus profile is significantly stronger with many people visiting our exhibition stands or presentations mentioning the game as a reason for their attendance. What’s more, 2015 saw the highest ever number of applications for our Global Graduate Program, which means that not only has the competition been an excellent employer branding tool but a great direct recruitment one as well.”
All in all, we AXAlutely smashed it (sorry). Well done, ThirtyThreers.