LLLLITL's video: Volkswagen Group France - Inside Jobs case study

Volkswagen Group France seeks to hire 1,000 skilled mechanics and technicians nationwide to address the escalating demand for qualified workforce. With 80% of recruitments sourced from approaching mechanics in their existing workplaces, the sector experiences notable turnover. Traditional recruitment methods such as online advertisements, canvassing, specialized websites, and recruitment agencies are routinely employed to attract talent from rival garages. IDEA Under the imperative of swift recruitment, Volkswagen Group France devised an innovative campaign dubbed "Inside Jobs." Inspired by the clandestine tactics of ancient warriors, the company ingeniously embedded job offers within essential vehicle parts. Like skilled diagnosticians, only experienced mechanics could uncover these covert opportunities. STRATEGY Unlike conventional approaches reliant on passive mediums like LinkedIn, Volkswagen Group France opted for a more direct route. Recognizing that mechanics interact intimately with vehicles daily, the strategy revolved around utilizing these very vehicles as carriers of employment messages. Vital components such as exhaust pipes, clutches, batteries, and air filters became the canvases for engraved job invitations, complete with QR codes linking to the company's recruitment portal. EXECUTION The campaign commenced by discreetly implanting coded messages within vehicles belonging to the group. These vehicles, now unwitting messengers, were dispatched to rival garages and independent repair shops. Concurrently, strategic partnerships with influential figures in the mechanic community were forged, amplifying the campaign's reach. A compelling video disseminated across social media platforms further stoked curiosity among mechanics, prompting them to unravel the hidden employment opportunities. RESULTS The impact of the campaign exceeded mere recruitment goals. Garnering over 6 million impressions and 2.5 million views across various digital platforms, it sparked widespread interest. Traffic to the Volkswagen Group France career portal surged, with a staggering 153% increase in site visits, totaling over 110,000 connections. The inundation of applications surpassed all expectations, surpassing 53,705 résumés received by the dedicated recruitment agency. AWARDS Cannes Lions 2023 - 1 Silver and 1 Bronze in Direct - 1 Silver and 1 Bronze in Media - 1 Silver and 1 Bronze in Outdoor Eurobest 2023 - 1 Gold in Creative Effectiveness CREDITS Brand: Volkswagen Group France. Advertising Agency: DDB Paris. Volkswagen Group Advertiser Supervisor: Mélanie FRALIN. Advertiser Supervisor: Zakaria EL KHALIFA. Advertiser Supervisor: Sabrina RENARD. DDB Paris Chief Creative Officer: Alexander Kalchev. Art Director: Clara NOGUIER. Copywriter: Olivier LE LOSTEC. Agency Supervisor: Olivier MASSANELLA. Agency Supervisor: Alexandre TURCAUD. Agency Supervisor: Anaëlle LE LOUARNE. Agency Producer: Pierre BOUDIN. Planner: Loic Morando. Social Media Manager: Charlotte MAULNY. AllSo Director: Marc CORTÈS. Producer: Franck ANNESE. Head of Production: Lisa-Marie FOUSSADIER. Head of Production: Capucine DE VION. Director of Photography: Ludovic ZUILI. Casting Director: Edna DELILLE. Post Producer: Romuald CARRUESCO. Atelier Downtown Chief Designer: Rudy ANNESE. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).