Frasers Group owns a number of recognisable brands such as Sports Direct, Missguided, GAME and Jack Wills. However, students did not always connect these brands with Frasers Group, so it needed to build awareness among potential graduate recruits. It worked with Wiser on a series of student focus groups to find out what type of interactions they wanted from employers on campus. They wanted something quick (students care about their time), and wanted it to be worth it, with practical giveaways or a prize.

To cause a stir and educate audiences about Frasers Group, the company arrived at each university with a giant LED screen-sided van playing an animated video. It chose high footfall campus locations, crafting an electric atmosphere with booming music and giant spinning wheels covered in Frasers Group brands. Students could scan a QR code for a chance to win prizes such as a PS5 or Evans bike. Practical giveaways included beanies and umbrellas, and there was a QR code competition to win £5,000. A branded microsite immersed students into the competition and gave them more information about the brand – this then contributed towards a database of all entrants to re-target about its Elevation graduate programme.

At the end of each day, the database generated one code and broadcast this on the LED screen on campus, where hundreds of students gathered to see if they had won. Frasers Group also partnered with student publication The Tab to post on its social platforms and student unions. Geo-targeted paid ads showed university-specific assets, while nano-influencers and student ambassadors amplified the message via their own channels. The campaign reached more than 3 million students and the competition activated thousands of entries. Click-through rates from the careers site were well above average and the goal of achieving brand recognition was achieved.