Buying behaviour
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GCHQ : Government Communication HeadquartersGCHQ is one of the three UK Intelligence Agencies and a part of the UK's National Intelligence Machinery. GCHQ works in partnership with the Security Service (also known as MI5) and the Secret Intelligence Service (also known as MI6) to protect the UK's national security interests.
GCHQ decided to chose TMP for an help in their recruitment communications because they had a pretty conservative image (not really into young people, coloured people and women) and also to provoke more applications to their jobs. The aim of this collaboration was above all to break down these barriers and finally to attract more diverse work forces in the group.
They chose spy games because it is really close to the security activity and it deals with the same matters. And they chose also racing games that represent the best selling in video-games market as well as football games.
Refinement : Refine and develop the recruitment potential within the audience
This method of advertising allows to touch diverse targets and also stimulate the interests for jobs offers. Basically, you usually can measure the success of a communication campaign by many indicators but also with a sudden increasing of unsolicited applications.
So widen the range of jobs offers and also of companies that are recruiting people, not only in security sector but also in NTIC, could be a way of helping these campaigns to be more efficient.
It also represents a mean to ameliorate the image of these companies that are sometime suffering from a lack of interest from young active people. By this modern support, which is pretty generational and fashionable, companies are able to spread easily their influence to an audience that is not usually open to their activities.
Progress this innovation
This type of communications thanks to new technological supports is evolving as fast as new technologies do. Nowadays, you are able to play on the internet (PS3 or