G4S - Jobs that ROCK!

The brief was to engage with people interested in festivals, raise awareness of G4S and recruit for future events. 

As G4S had previously struggled to attract candidates at live events, we worked alongside them at an event in Glasgow, which enabled us to gain understanding of our target audience.

‘T in the Park’ was on G4S’ 2010 schedule and with 85,000 people attending and BBC3 coverage to over 5 million viewers over 3 days, this was the obvious place for ‘Jobs that ROCK’. 

We had to consider the physical limitations of the festival and the £4K budget, but we also had to make our media desirable, fun, complement the event and be able to ‘hitch a ride’ on the BBC coverage, which provided an extra challenge.

We designed branded inflatable guitars, manufactured in China, so our message could be carried around for the entire event. These were distributed after taking contact details, at G4S’ fully branded tent, which included a 5m “Event Marshalls” speaker wall, featuring QR codes to a bespoke microsite, while a 20 foot ‘Megaflator’ guitar enticed our target audience over. 

The campaign saw a 400% response increase on 2009, with over 900 people signing up to work at events in 2011 and the guitars were hugely prominent across BBC3’s coverage.

As for the candidate experience, see a little of the BBC coverage for yourself by clicking the 'visit site' link at the bottom of this page.