Best Employment Integrated Ad Campaign

How do you deliver c.100 hires across 14 markets while achieving an average score of 8.5/10 for candidate experience and satisfaction? You create an immersive, interactive competition that brings your business to life, challenges perceptions of it and puts the finest student talent on the planet to the test. This is how we went about delivering on a challenging brief set by British American Tobacco (BAT). New products that potentially reduce harm and offer responsible choice is where the future of the business lies. Bringing these to market calls for a combination of collaboration, problem-solving, commercial thinking and much more besides. Battle of Minds was designed to find the inquisitive, creative minds that BAT needs to lead the way in an industry undergoing massive change. Students and recent graduates formed teams to take on a range of commercial challenges, from taking on Havaianas at flip flops to revolutionizing transport in the developing world. Each challenge involved pitching an original business idea, complete with market research, product designs, marketing strategy and financial forecasts. Winners were voted for by end markets using strict judging criteria, giving them control over who was hired. Regional winners would then go on to a global final in London. The competition exceeded all expectation. 3,234 registrations were achieved in total; this was double our goal and c.100 interns were hired. What’s more, the success of the exercise in delivering the talent required has led to more markets wanting to get involved next year.

Contributors:

TMP WORLDWIDE

Location: United States

About the Agency:

We’re the global talent technology leader intelligently solving the most critical challenges for employers and delivering results that strengthen their organizations. Our unified platform, augmented by rich data and deep industry expertise, is revolutionizing how employers attract and hire the talent they need through connected intelligence.