PROJECT: Grand Job Experience

AGENCY: v8

CLIENT: Kaufland

PUBLISHED: August 2022

AWARDS:

Golden Drum: Technology led activation & Innovative use of technology

Iab Mixx Europe: Gold Influencer Marketing Campaign; 2 x Silver In Gaming & Product Innovation Campaign

Effie: Bronz @Experiential Marketing

Employer Branding Awards: 3 x Gold Best recruitment Campaign & Special Projects & Best Employer Branding Campaign Targeting Gen Z

Internetics: 2 x Gold Gamification & Retail; 1 x Silver Digital Brand Experience

If you want to catch young people's attention you do it in-games... So, Kaufland created the Grand Job Experience, the first in-game recruitment experience that revolutionizes recruitment techniques for Gen Z. We leverage gaming to fully immerse young generations in Kaufland's store universe to practice real jobs and tasks in their preferred online environment. Not to mention that the players who entered the server were surprised to find a supermarket like the one in the real world, both in terms of appearance and store assets: working cash registers, truck cargo, floor washing machines, etc. We invited gamers to explore real jobs such as building caretakers, sales workers, cashiers, etc.

The campaign was multi market and was implemented in Germany, Serbia, Poland, Bulgaria, Croatia and Romania.