Heineken's current recruitment campaign called "Go Places" is entertaining social networks. However, it was also covered by the prestigious magazine Adweek, which described the background of the campaign's production, pointing out interesting details which make it a great ad with real potential to reach the desired target group.
A quick job interview
The entire campaign is introduced by a video in the style of a musical, inviting those interested for an "interview" at the campaign's website. Candidates are gradually asked 12 questions, each to be answered by choosing one of two options within five seconds. The responses are instantly analysed using the Enneagram method and every candidate obtains a personal profile they may send to the company together with their CVs. At the same time, they are redirected to the company's page on LinkedIn, where they can find current job opportunities.
The video has a playful and personal effect since real employees are involved. Its aim is to show that the company appreciates personalities and wants to enable them to succeed, which, according to Adweek, can't be seen in most other recruitment campaigns.
The interview is fun and also puts emphasis on the company's local face in different parts of the world. The interviewer's watch, for example, shows the current time in the applicant's location. The quickly changing pictures of beer and food are also local. Anybody answering the questions easily gets the feeling that they want to belong to the group of employees they see. If, on the contrary, someone does not like the video, they would not be a good employee either.
The concept and web of the campaign was created by the US agency Cloudfactory; the video production was by Wefilm.
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