The majority (80%) of recruitments in the automotive after-sales sector are made taken from the competition because a qualified workforce is needed quickly to meet ever-increasing demand. This explains the extremely high turnover in the sector. To poach these talents from competing garages, classic recruitment tools are always used (online ads, canvassing, specialized websites, recruitment agencies).
Volkswagen wanted its recruitment drive to be more visible. So DDB did something different.
Like the Greek warriors and their Trojan horse, Volkswagen Group France and DDB Paris have sent job offers throughout France hidden inside, hidden on parts regularly subjected to maintenance. Candidates who made good diagnoses would see the messages.
This activation ran throughout September 2022 and used all social platforms where it was relayed by mechanics influencers who also discovered some of these job offers.
Credits
Client: Volkswagen Group France
Head of Department : Mélanie Fralin
Head of After-Sales Communication Department: Zakaria El Khalifa
Communication Manager: Sabrina Renard
Agency: DDB Paris
Executive Creative Director: Alexander Kalchev
Art Director: Clara Noguier
Copywriter: Olivier Le Lostec
TV Producer: Pierre Boudin
Business Director: Olivier Massanella
Account Director: Alexandre Turcaud
Account Executive: Anaëlle Le Louarne
Social Media Manager: Charlotte Maulny
Strategic Planner: Loïc Morando
Director: Marc Cortès
Producer: Franck Annese
Heads of Production: Lisa-Marie Foussadier & Capucine De Vion
DoP: Ludovic Zuili
Chief Designer: Rudy Annese (Atelier Downtown)
Casting Director: Edna Delille
Post-Producer: Romuald Carruesco
Sound: THE
