Tweet-activated vending machine clinches ‘Grand Prix’ Award at the CIPD Recruitment Marketing Awards

The winners of the 2013 CIPD Recruitment Marketing Awards (RMAs), in association with People Management magazine, were announced last night at a lavish black tie event at The Brewery in London, hosted by comedian Josh Widdicombe.

The annual RMAs celebrate and recognise the importance of creativity in the design of impactful recruitment campaigns that demonstrate a return on investment and effective use of a growing variety of media channels.

Tonic Agency scooped the ‘Grand Prix’ Award for their campaign with Mars, which created the world’s first tweet-activated vending machine for students. The dispensed treats included a message offering advice on careers with Mars.  Followers on Twitter almost tripled during the campaign and there was a huge increase in unique people viewing content on MarsGradsUK on Facebook. It’s no surprise that the brand clinched the award for ‘Best Digital Solution’ too.

As well as recognising a ‘Grand Prix’ overall winner, the Awards are divided into seventeen categories. Each has its own judging criteria and recognises original concepts and flair in the execution of campaigns as well as the broader business benefits gained from effective recruitment practices.

The winners triumphed after impressing two sets of judging panels. The first of which was made up of recruitment advertising agency professionals and respected HR Directors from a vast array of brands. The final judging panel hosted experienced recruitment agency professionals (not affiliated to any particular agency), executives from other marketing disciplines and a senior representative of the CIPD.

Penna, SMRS and Barclays also did particularly well, winning two Awards each for their pioneering work.

Peter Cheese, Chief Executive of the CIPD, said: “Congratulations to all our winners at this year’s Awards and a big thank you to our panel of judges and sponsors. Our latest research shows employers still face significant challenges attracting the right candidates. I’m delighted to see these businesses responding by widening the pools from which they recruit and develop talent. These campaigns are integral to the support and creation of a diverse, innovative and agile workforce, which is essential for business and economic growth. I look forward to seeing more great initiatives next year!”

Anthony Moran, Head of Marketing and Client Services at Redactive Media Group, said: “Our turbulent economy and volatile marketplace has now become the norm — so if unpredictability is now predictable then the CIPD Recruitment Marketing Awards certainly follows suit. Every year we see the finest creativity driving unprecedented response and these new projects, campaigns and technological innovations leave us all with lasting impressions. Once again, we would just like to thank the sponsors, entrants and attendees for making it another fantastic evening.”

The winners in each category are:

Best Art Direction, sponsored by Recruiter

Agency: SMRS

Client: Adidas

Best Press Advertisement

Agency: Penna

Client: MI5

Best Outdoor Campaign

Agency: SMRS

Client: KPMG

Best Use of Copywriting

Agency: Penna

Client: MI5

Best Diversity Initiative

Agency: Stafford Long

Client: Barclays

Best Employer Brand

Agency: andsome

Client: SC Johnson

Best Graduate Initiative

Agency: Graduate Promotions

Client: Clifford Chance

Recruitment Effectiveness, sponsored by Jobsite

Agency: Havas People

Client: Deloitte

Best Digital Solution

Agency: Tonic Agency

Client: Mars

Best Use of Mobile

Agency: AIA Worldwide

Client: Thales

Best Use of Social Media

Agency: ThirtyThree

Client: Office for National Statistics

Best Use of Video

Agency: Alexander Mann Solutions

Client: BAE

Best Recruitment Website

Agency: ThirtyThree

Client: LV=

Best In-House Recruitment Team, sponsored by exec-appointments.com

Client: Birmingham City Council

Best Internal Communications

Agency: Bernard Hodes

Client: Barclays

Campaign of the Year

Agency: JWT

Client: Capita — TA Live

Agency of the Year

AIA Worldwide

Grand Prix

Agency: Tonic Agency

Client: Mars