Inside Jobs

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.