Jade
Opel
Issue 47 | June 2018
Agency
J. Walter Thompson Amsterdam
Creative Team
Exc. Creative Director: Bas Korsten Senior Creative: Ruben Sonneveld Senior Creative: Daniel Snelders Creative Director: Friso Ludenhoff Creative Director: Maarten Vrouwes
Production Team
Production company: DPPLR Director: Maarten Groen (DPPLR) DOP: Mick van Dantzig Editor: Laura Brouwer (DPPLR) Colorist: Ruben Labree (DPPLR) Producer: Niels Visser (DPPLR) Music: Niels den Otter (Audentity)
Other Credits
Strategy: Wanda Kingma Account: Alewijn Dekker, Charlotte Lilly, Andreas Moeller, Michiel van der Schalk
Date
March 2018
Background
Only 4% of car salespeople in the Opel dealership network are female, while almost half of all cars are bought by women. To create more diversity in the workspace and to inspire women to achieve a career in car sales, Opel, together with its partner Randstad, started a new and experimental campaign.
Idea
Exclusively for the purpose of the campaign, Opel, in collaboration with J. Walter Thompson Amsterdam and the specialists at Randstad, has created the fictional company Jade. This company was created with a lifestyle & design look and feel. Subsequently, two identical sales vacancies were created, which formed the core of the experiment. One at Opel and one at Jade. The aim was to attract a larger number of female applicants than male applicants.
Results
Within two weeks, the recruitment campaign for Jade brought in 41 female and 15 male applicants. The Opel vacancy brought in the usual numbers: 8 female and 76 male candidates. Both vacancies were published in newspapers, through social media posts and on job vacancy websites in exactly the same way. Right now there are 15 vacancies available at 10 Opel dealerships. Interviews have already been conducted with a number of the women who applied. The ones who best fit the job description will be invited back.