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.”