The transportation industry is at the dawn of a major transformation. In this context, Scania France aims to recruit two employees per week by 2025, throughout the country. Among these profiles: maintenance mechanic, experienced/expert technician, team leader, service advisor, service manager, storekeeper, etc.

The stakes are therefore high and to build the transport of tomorrow, Scania France must develop its attractiveness and show its ability to innovate in order to develop a real competitive advantage and equip itself with tools that reflect its values and ambitions.

Every day we make choices. Some are harmless, others are essential. It's with this observation that we decided to place the individual at the center of our concern.

Get the candidate to reflect on what they really want, on the place they see themselves occupying, on their role to play in building the future. And this, even before highlighting the brand or its occupations.

We have created an interactive digital experience, a short film in which you are the hero, which serves as a guidance course for the future candidates. Through the day of Paul, the candidates will answer simple questions, choosing the direction they want to give to the story.

Thanks to the support of a guidance psychologist, we have imagined different scenarios which highlight the personality traits and aspirations of the user. Depending on their choices, they are redirected to job descriptions as well as suitable job offers.

The idea is to offer an innovative experience to attract profiles rather than go looking for them.

With a recruitment campaign that does not speak directly to positions to be filled, we wanted to give importance to candidates and the expression of their career desires.

This camapign was designed for and aims both young people looking for guidance, searching for their first job as well as adults and experienced professionals looking for a new direction.

Each unique path is based on the aspirations, character of each candidate. At the end of the experience, the user is presented with various professions and job offers resulting directly from the choices made during his introspective journey. The objective is not to replace a recruitment process, but rather to open a reflection on orientation and generate a qualified lead.

The building phase of this project required a lot of preparatory work with the help of Scania France’s HR team and a guidance psychologist. We identified the key positions to recruit for scania and we defined profiles for each of them. Then we identified the common points and the diverging ones on each of the profiles. A great amount of work was needed to include these personality traits into the story. Our goal was to write a fluid and subtle story, where the Internet user would get carried away in the tale without suspecting the ending.

And to make the journey even more realistic, we have included crossovers and meeting points that allow the user to reconsider their choices and go in another direction, thus offering a rich and non-linear range of experiences.

From the beginning of the project, the artistic direction was defined with a mechanical approach that takes up the visual lines. As for the texts, they have been deconstructed in order to highlight the notion of a journey as soon as the messages are read.

Finally, for our social media, the notion of choice was reworked through the various native call to actions adapted to each platform.

This campaign was launched in September 2021 with two successive waves of promotion.

Beginning with the launch of the scania-avenir.fr website and followed shortly by the activation of the in situ experience (interactive experience made at job fairs and student fair-events, with headphones and bubble chairs).

Our print and POS media included totems, roll ups, presentation brochures, posters, flyers and goodies.

In early 2022, we launched a roadshow throughout France with a Scania truck which traveled to meet candidates (schools, dealerships, apprentice training centers, etc.)

During that time frame, we experience an elevation of +30% in the number of applications received.

The number of visits to the scania-avenir.fr website (from its launch on 11/15/2021 to 03/09/2022) sums up to 18,736.

The impact of the Avenir campaign, throughout the promotion period, on the scania-recrute.fr website resulted in an +289% increase in the number of users on the website

In total, our campaign on social media has generated more than 11,800,000 impressions. Our teaser video has been seen more than 110,000 times on youtube and near 1,200,000 times on social media.

The web link leading to the experience has been clicked more than 28,000 times throughout our social media campaign.