Introduction

G4S is a well-established company which specialises in providing security services worldwide. Their business values put safety and excellent customer service as priorities.
Every year, G4S provides security and stewarding for some of the UK’s major outdoor events. For this event, they needed to hire staff and engage with people interested in live music and festivals. The purpose of this was to raise awareness of G4S at these events and recruit Event Safety Stewards for the following year. With over 80,000 people in attendance and BBC coverage to millions of viewers over 3 days, the music festival, ‘T in the Park’, seemed to be a great place to do this.

Services Used

Design, Email Marketing, Outdoor & Experiencial

The Challenge

Previously, G4S has struggled to attract people to their tent so it was important for us to understand how this could be improved. We wanted to make this event recruitment campaign successful so as part of the research we spent time working with G4S at an outdoor music event in Glasgow. This allowed us to fully engage with crowd habits in this environment, broadening our understanding of the scene.

Our Approach

We needed to consider the physical limitations of the festival and the allocated budget, but we also had to find a way of making our media desirable, fun and interactive. It also needed to complement the live music and be capable of ‘hitching a ride’ on the back of the BBC coverage. Our route was to design heavily branded inflatable guitars so our message could be carried around for the entire event. These were distributed to candidates after filling out a few details, including an email address.

Outcome

A 20 foot ‘Megaflator’ version of the guitar enticed our target audience over to the G4S tent to get their guitars. The tent was also fully branded with a 5 meter “Event Marshalls” speaker wall, featuring QR codes linking to the G4S website landing page which supported the campaign.
The campaign was a massive success with a 300% increase in responses based on the previous year’s total (over 600 people have signed up to work at the event next year). The guitars themselves were hugely prominent on BBC3’s coverage of ‘T in the Park’. The client was delighted, but also demonstrated how a well thought-out and innovative an event recruitment campaign can be to achieve such effective results.