克里奧國際廣告獎 (Clio International Advertising Award)
2023
Volkswagen Group France
．背景：2022年9月，Volkswagen法國集團正在尋找1,000名機械師加入其售後服務網路。但其中技術最好的人已經在競爭對手那裡工作了。（如今，汽車售後服務行業80％的人才招募都在競爭對手間進行，因為市場參與者需要迅速找到合格的勞動力來滿足不斷增加的需求。）
．靈感：我們不是從招聘機構尋求幫助，而是選擇了在整個法國境內的競爭對手的車庫中偷偷行動，將工作廣告隱藏在需要維修的車輛上。電池、排氣管、空氣濾清器，我們在各種汽車零部件上刻上了我們的訊息，並用QR code將它們與Volkswagen的職缺網站連結。在我們的目標中，我們還選擇了埋伏在機械師影響者中，引起他們的反應，並讓他們通過他們的社區傳播我們的信息。
．執行：首先，我們在車輛上製造故障，並在其中隱藏了通往工作機會的訊息。然後，我們將所有的車輛送到競爭對手那裡（汽車中心和獨立的車庫）。最後，為了開始這場活動，我們在社交媒體上通知了技師群體，我們正在釋出隱藏著工作機會的車輛。要找到這些機會，技師必須有豐富的經驗，需要正確的診斷才能找到隱藏的工作機會。
．結果：除了透過隱藏的機會收到的幾份應徵申請外，該活動引起了特別大的關注，產生了超過600萬的曝光次數，以及在不同平台上擁有近200萬次觀看次數（Youtube、Meta、LinkedIn等）。因為這次活動，有超過110,000人訪問了Volkswagen集團的官方網站，而處理履歷的機構則無法計算其數量（總共收到了超過53,705份簡歷）。
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).
