RECRUITING CAR

Short List
ClientVOLVO
Category B02. Native & Built-in Feature Integration
TitleRECRUITING CAR
Product/ServiceVOLVO S90
Entrant FAMOUSGREY BRUSSELS, BELGIUM
Idea Creation FAMOUSGREY BRUSSELS, BELGIUM
PR FAMOUS RELATIONS Brussels, BELGIUM
Production FAMOUSGREY BRUSSELS, BELGIUM
Credits
Name Company Position
Peter Ampe FamousGrey Executive Creative Director
Jonathan Detavernier FamousGrey CXD
Tom Berth FamousGrey Creative
Geert De Rocker FamousGrey Creative
Maarten Breda FamousGrey Experience Director
Maarten Van Daele FamousGrey Strategist
Vincent Vandam FamousGrey Project Leader
Kris Vanderhulst FamousGrey Brand Leader
Carola Michiels FamousGrey Business Director
Sophie Engels Famous Relations PR Manager
Liedewij Verbiest Famous Relations PR Manager
Joanna Ryckaert FamousGrey Copywriter
Jonathan Lichtfeld FamousGrey Designer
Arno Van Biesen FamousGrey Developer
Jérémy Dillenbourg FamousGrey Developer
Gwen Vanhee nocomputer Developer
Wim Vanhenden nocomputer Developer
Bart De Bock FamousGrey Digital Producer
Marie Delrue FamousGrey Digital Producer
Bart Segers FamousGrey Operations Director
Emily Rammant FamousGrey Productions Production Director
Loes Fierens FamousGrey Productions RTV Producer
Marlies Neudt FamousGrey Productions RTV Producer
Frederik Zaman / Producer
Khaël Touag / Director
Piet Devaert / DOP
Stan Maertens / AD & Decor
Eli Sundermann FamousGrey Productions Sound Engineer
Sven Vanhee FamousGrey Productions Editing & Grading
Jelle Stroo FamousGrey Productions Editing & Grading

Describe the creative idea

"To make Volvo’s hiring process as innovative as our cars.” was the heart of our creative brief and we took it to the letter. By applying Artificial Intelligence to the car’s software and safety systems, we turned Volvo’s flagship luxury sedan into a car that is able to recruit its own technicians. It was named ‘The Recruiting Car’. We engineered software that enables the car to complete intake interviews tapping in to the vehicle’s speech- and face recognition features. By doing this, we completely changed the conversation from new car models to employment.

Describe the execution

Implementation The idea required a significant amount of real-time processing power. We used the pedestrian camera to identify the candidates. And via an integrated voice-enabled AI bot and text-to-speech software built into the Volvo's entertainment interface, we managed to convey a ‘human-like’ conversation with the candidates. Placement We installed the Recruiting Car (HR90) on the Motorshow in Brussels – Belgium’s biggest car event of the year. The Recruiting Car is now being used at dealerships to recruit technicians all around the country. Scale The campaign was announced on social media and through PR. During the launch, journalists came flocking to the Volvo stand, and Volvo’s innovative showpiece was mentioned in all the 7 o’clock news shows covering the Motorshow, reaching 6M people (57% of the population)