Inside Jobs
Award: Graphite Pencil
Graphite Pencil / Direct / Direct Mail / 2023
Award: Wood Pencil
Wood Pencil / Direct / Acquisition & Retention
Award: Wood Pencil
Wood Pencil / Experiential / B2B Activations
In September 2022, Volkswagen Group France was looking to recruit 1,000 mechanics for its after-sales service network. But the most skilled people among them were already working for the competition. DDB Paris helped the brand to trojan-horse it competitors’ garages all over France by hiding job ads in vehicles that needed servicing. Messages were engraved on various car parts – from batteries to exhaust pipes – which linked to Volkswagen’s job offers with a QR code. Influencers in the mechanics world were also targeted, who helped to spread the message through their communities.
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