The Recruiting Car
By FamousGrey, Brussels, Belgium
For Volvo
Winner in category Advertising
In subcategory Outdoor
Project Description
The objective was to get Volvo on the radar of trained and highly skilled car technicians visiting the Brussels Motorshow, to boost Volvo’s image as an innovative employer brand and to recruit highly trained car technicians for Volvo’s Personal Service Concept. Despite previous HR-advertising efforts, many of the targeted candidates ended up getting cherry-picked by the more outspokenly innovative, premium car brands operating on the world stage (i.e. Tesla and BMWi).
Agency Solution
We knew a new HR advert wasn’t going to cut through, so we used our wildest imagination to completely reinvent the selection process from the bottom up. We saw it as our mission to make the process more exciting, more uniquely ‘Volvo’, and generate talk value out of the whole process. Knowing that Volvo Cars are at the leading edge of innovation in the car world, we set ourselves a mission; to make the hiring process as ingenious as our cars.
We took this brief to the letter, and made Volvo’s flagship luxury sedan, the S90 become the central part of the hiring process. We changed it into the HR90: the recruiting car.
We got together with a team of Volvo software engineers to modify existing technology in the S90 (normally used for safe driving) to do bias-free intake interviews for us.
We tapped into the user interface of the car and used all the technical features in the vehicle.
The idea required a significant amount of real-time processing power: we used the pedestrian camera to identify the candidates and integrated a voice-enabled AI bot and text-to-speech software inside the Volvo's entertainment interface, to have a ‘human-like’ conversation with the candidates. IBM Watson analyses the conversation and delivers a more detailed description of the candidates’ personality - which can be plotted against our key metrics such as ‘client-orientation’. The face recognition feature recognises facial expressions, detects plays music accordingly. When the application’s finished, the candidate's application is sent to Volvo’s HR services, for follow-up.
We took this brief to the letter, and made Volvo’s flagship luxury sedan, the S90 become the central part of the hiring process. We changed it into the HR90: the recruiting car.
We got together with a team of Volvo software engineers to modify existing technology in the S90 (normally used for safe driving) to do bias-free intake interviews for us.
We tapped into the user interface of the car and used all the technical features in the vehicle.
The idea required a significant amount of real-time processing power: we used the pedestrian camera to identify the candidates and integrated a voice-enabled AI bot and text-to-speech software inside the Volvo's entertainment interface, to have a ‘human-like’ conversation with the candidates. IBM Watson analyses the conversation and delivers a more detailed description of the candidates’ personality - which can be plotted against our key metrics such as ‘client-orientation’. The face recognition feature recognises facial expressions, detects plays music accordingly. When the application’s finished, the candidate's application is sent to Volvo’s HR services, for follow-up.