ADC Awards
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Category
Direct / Wildcard
Annual ID
ADC102_ADV045B
About the Work
FACT : In September 2022, Volkswagen Group France was looking for 1,000 mechanics for its after-sales service network. But the most skilled of them were already working for the competition. (today 80% of recruitments in the automotive after-sales sector are made at competitors because the market players need a qualified workforce quickly to meet the ever-increasing demand)
IDEA : Instead of asking for help from a recruitment agency, we chose to trojan-horse our competitor's garages all over France by hiding job ads in vehicles that needed servicing. Battery, exhaust pipe, air filter, we engraved our messages on various car parts and linked them to Volkswagen's job offers with a QR code. Among our targets, we also chose to ambush mechanics influencers to make them react and let them spread our message through their community.
THE EXECUTION
First, we created breakdowns on vehicles of the group on which we hidden messages leading to job offers. Then, we sent all our vehicles to our competitors (car centers and independent garages). Finally, to launch the campaign, we informed communities of mechanics on social media that we were releasing vehicles with job offers hidden. To find these offers, mechanics had to be experienced, the hidden job offers required the right diagnosis.
THE RESULTS
Beyond the few applications we got through the hidden offers, the campaign created an exceptional interest in the subject. The campaign generated more than 6 million impressions and nearly 2 million views on the different platforms on which the operation was broadcasted (Youtube, Meta, LinkedIn). Thanks to this campaign, more than 110,000 people connected to Volkswagengroup.fr/carrieres and the agency dedicated to the sorting of résumé could no longer count the number of them (more than 53,705 resumes were received).
IDEA : Instead of asking for help from a recruitment agency, we chose to trojan-horse our competitor's garages all over France by hiding job ads in vehicles that needed servicing. Battery, exhaust pipe, air filter, we engraved our messages on various car parts and linked them to Volkswagen's job offers with a QR code. Among our targets, we also chose to ambush mechanics influencers to make them react and let them spread our message through their community.
THE EXECUTION
First, we created breakdowns on vehicles of the group on which we hidden messages leading to job offers. Then, we sent all our vehicles to our competitors (car centers and independent garages). Finally, to launch the campaign, we informed communities of mechanics on social media that we were releasing vehicles with job offers hidden. To find these offers, mechanics had to be experienced, the hidden job offers required the right diagnosis.
THE RESULTS
Beyond the few applications we got through the hidden offers, the campaign created an exceptional interest in the subject. The campaign generated more than 6 million impressions and nearly 2 million views on the different platforms on which the operation was broadcasted (Youtube, Meta, LinkedIn). Thanks to this campaign, more than 110,000 people connected to Volkswagengroup.fr/carrieres and the agency dedicated to the sorting of résumé could no longer count the number of them (more than 53,705 resumes were received).
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
DDB / Paris
Client / Brand
Volkswagen Group France
Production Company
Allso / Paris
Music / Sound Production Company
The / Paris
Art Director
Clara Noguier
Copywriter
Olivier Le Lostec
Chief Creative Officer
Alexander Kalchev
Director
Marc Cortès
Director of Photography
Ludovic Zuili
Producer
Franck Annese
Social Media Manager
Charlotte Maulny
Strategist
Loïc Morando
Advertiser Supervisor
Mélanie Fralin
Sabrina Renard
Zakaria El Khalifa
Agency Producer
Pierre Boudin
Casting Director
Edna Delille
Head of Production
Capucine De Vion
Lisa-Marie Foussadier
Agency Supervisor
Alexandre Turcaud
Anaëlle Le Louarne
Olivier Massanella
Chief Designer
Rudy Annese
Post-producer
Romuald Carruesco
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