Challenge:
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 competitors.
Solution:
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.
Impact:
More than 110 000 visites on the website and 53,705 CV received for 1000 job offers.
Awards:
3 Eurobest: 2 Gold, 1 Silver
2 Club des directeurs artistiques: 1 Silver, 1 Bronze
1 Grand Prix stratégies de la Publicité: 1 Gold
1 Grand Prix stratégies du Digital: 1 Silver
1 Grand Prix stratégies de la communication d’entreprise: 1 Grand Prix, 2 Gold
6 One Show: 6 Merit
2 Art Directos club of New York: 1 Bronze; 1 Merit
3 D&AD Awards: 1 Graphit pencil, 2 Wood Pencil
6 Cannes Lions: 3 Silver, 3 Bronze
5 Clio Awards: 1 Grand Prix, 4 Silver
1 Andy Awards: 1 Gold
1 Eurobest: 1 Gold
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Volkswagen Group France - Inside Jobs
Recruiting top mechanics directly from competitors.
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