s many companies are taking a non-traditional approach to filling openings. The Candidate is one of the best marketing ideas to come around in a long time. I loved the execution of it and thought Heineken did a great job. Also it was played really smart to create an ‘extreme’ interviewing process to determine who had the necessary skills to work in the marketing department and then develop the interviewing process into a marketing campaign that people really love and share!
The Candidate Campaign //
Heineken received a staggering 1,734 applications for the role, which involves following the UEFA Champions League Trophy as it tours the world, with opportunities to meet football heroes… A shortlist of 25 applicants was compiled and they were invited to Amsterdam for their big interview – while secretly filming the process.
The behind-the-scenes film that was released to the brands’ marketing team via an internal portal so they could vote for their favorite interviewee from the three best interviews.
The most voted-for candidate was brought to the Juventus stadium for a ‘final test’ during the pre-match ceremony. Giant screens showed the interview process and then announced that the winner, Guy Luchting, had got the job. He now has a placement based at Heineken headquarters in Amsterdam.
Social Media Impact //
The Candidate campaign was developed at Publicis Italy, Milan, by creative directors Cristiana Boccassini, Bruno Bertelli, Dario Gargiulo, art director Marco Viganò, copywriter Michele Picci, digital associate creative director/art director Domenico Manno, digital copywriter Daniele Papa, graphic designer Santi Urso and account director Giada Salerno, and Tribal DDB Amsterdam by community manager Wybe Sallows, and Coz Marketing, Amsterdam, by creative director Micha Schipper, art director Jorge Delgado and account director Michael Littaur, working Heineken International digital marketing manager Dario Gargiulo.