The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS23_OH068M
About the Work
Through a simple idea that didn’t use the usual medias, we reached our target by surprising them in their daily work, in our competitors’ garage.
BACKGROUND
Volkswagen Group France is looking for 1,000 mechanics and technicians all over France. And 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. This explains the high turn-over in the sector. And to poach these talents from competing garages, classic recruitment tools are always used (online ads, canvassing, specialized websites, recruitment agencies).
THE CREATIVE IDEA
Like the Greek warriors and their Trojan horse, Volkswagen Group France has sent vehicles to its competitors all over France with job offers hidden inside, on parts regularly subject to maintenance and on which, Mechanics could find them by making the right diagnosis.
THE STRATEGY
It's a recruiting campaign. The priority objective for our client was to recruit 1,000 new employees quickly, we were not looking to work on brand or perception of the sector, our objective was extremely concrete. This is why we used a very concrete method from ancient Greece and literally hunted directly where the profiles were: among competitors.
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).
BACKGROUND
Volkswagen Group France is looking for 1,000 mechanics and technicians all over France. And 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. This explains the high turn-over in the sector. And to poach these talents from competing garages, classic recruitment tools are always used (online ads, canvassing, specialized websites, recruitment agencies).
THE CREATIVE IDEA
Like the Greek warriors and their Trojan horse, Volkswagen Group France has sent vehicles to its competitors all over France with job offers hidden inside, on parts regularly subject to maintenance and on which, Mechanics could find them by making the right diagnosis.
THE STRATEGY
It's a recruiting campaign. The priority objective for our client was to recruit 1,000 new employees quickly, we were not looking to work on brand or perception of the sector, our objective was extremely concrete. This is why we used a very concrete method from ancient Greece and literally hunted directly where the profiles were: among competitors.
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: 3
Merit
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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