THE CONFIDENT JOB INTERVIEW
| Title | THE CONFIDENT JOB INTERVIEW |
| Brand | VOLKSWAGEN BELGIUM |
| Product/Service | VOLKSWAGEN POLO |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
MEDIACOM Brussels, BELGIUM
|
|
Production Company
|
ROCOCO Antwerp, BELGIUM
|
Credits
| Tony Peetermans |
Volkswagen |
Advertising Manager |
| Simon De Pauw |
Volkswagen |
|
| Eline David |
AccentJobs |
|
| Peter Ampe |
DDB BRUSSELS |
|
| Odin Saillé |
DDB BRUSSELS |
Creative Director |
| Tim Arts/Stefan van den Boogaard |
Ddb Brussels |
Creative Team |
| Peter Ampe |
DDB BRUSSELS |
Copywriter |
| Odin Saillé |
DDB BRUSSELS |
Art Director |
| Karen Van Dijck |
Ddb Brussels |
CRM Manager |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Sylvie De Couvreur |
Ddb Brussels |
Account Director |
| Silvie Erzeel |
Ddb Brussels |
Account Manager |
| Anneleen Vande Voorde |
Ddb Brussels |
Account Executive |
| Florence Vercammen |
Ddb Brussels |
Account Executive |
| Marlene Wautot |
Ddb Brussels |
Graphic Designer |
| Stefanie Warreyn |
Ddb Brussels |
Digital Producer |
| Christophe Gesquière |
Ddb Brussels |
Webdeveloper |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Isaac Gozin |
rococo |
Director |
Brief Explanation
Volkswagen didn’t just want us to advertise the Volkswagen Polo to a younger audience, they also asked us to do something relevant for them. Volkswagen Polo has always been about confidence. But a survey amongst its target audience showed the need to expand. Here are some staggering results of the survey among 500 young professionals:
6 months before young graduates find their first job.
95% admit they need help.
VW teamed up with HR experts Accent Jobs and created a new job platform keeping job seekers confident. Young graduates could apply with coaching but without the rejection letters.
Results and Effectiveness
The campaign is still ongoing, but here are some first results:
92.637 young people in Belgium apply over and over for jobs
8.752 consulted our platform
580 applicants in 2 weeks
300% more applicants
0% rejections
100% regained confidence
Creative Execution
Accent Jobs and Volkswagen have created a solicitation process whereby young candidates will no longer receive rejection letters from employers. Only positive reactions will be communicated to them, the rejection letters having been blocked by the initiators of the action, who have also provided an answer for the demand in terms of coaching. With this operation, Accent Jobs and Volkswagen intend to boost the motivation of the next generation of youth.
An online video starring a young graduate led the target audience towards the online platform.
Insights, Strategy and the Idea
VW teamed up with HR experts Accent Jobs and created a new job platform keeping job seekers confident. Young graduates could apply with coaching but without the rejection letters. Digital headhunters helped everyone pimp their CV. We sent the pimped CV in their name to selected companies and only notified the applicants in case of a positive answer. The applicants were driven to their job interview with a Volkswagen Polo accompanied by a personal coach.