Boston Consulting Group wanted to hold an awards event to celebrate its 60 most powerful female thought leaders, engineers, innovators and entrepreneurs in the climate, sustainability and energy sector. V60 (the V stands for voltage) aimed to showcase diverse female voices, bolstering BCG’s appeal and visibility to women passionate about sustainability in the Middle East region. Women are disproportionately affected by climate change, but remain under-represented in its discussions.

The event would help BCG meet an increase in hiring needs, connect with local communities, and be part of a broader go-to-market strategy including local research, recruitment marketing, content creation and outdoor advertising. To hold the awards, the company needed to headhunt 60 of the most powerful female thinkers in the sector and invite them to a photoshoot, prestigious gala and ‘dinner dialogues’. The event would be accompanied by a magazine and website feature profiling the women, with each receiving a custom photo frame for social media and a tracked link to a landing page featuring event details and job opportunities.

BCG would then hold the BCG City Exhibition where the headshots were displayed alongside the statement, ‘The future of energy is female’. The gala itself was a chance for the women to network and inspire each other, and BCG targeted those in the network with high potential. The campaign increased brand awareness significantly, and more than three-quarters of participants rated the experience as excellent and valuable. BCG’s female recruitment pipeline has been strengthened as a result.