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:

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.