Recruitment Race

Objective

Renault faced a critical talent shortage in after-sales services and automotive maintenance, particularly among younger generations uninterested in technical careers. The brand targeted gaming enthusiasts—especially players of sim racing games like Forza who demonstrated mechanical knowledge in-game but hadn't considered automotive careers. The campaign transformed recruitment into an engaging cultural experience by meeting prospective talent where they already demonstrated passion.

Solution

Players of Forza Horizon 5 (2021), Forza Motorsport (2023), and Assetto Corsa were invited to customize their virtual vehicles by modifying technical components (exhaust, chassis, suspension, brakes) to create an 'interactive CV.' Participants applied campaign-created vinyl stickers with French-language messages ('My Résumé,' 'Renault Recruiting,' 'My Skills') and shared their creations on social media with detailed descriptions of modifications. The three-week campaign (announced January 15, 2025; live event January 24, 2025) was promoted by five gaming influencers: Lebouseuh, Samuel Etienne, Etienne Moustache, AnaOnAir, and Dobby. Top participants were contacted for specialized training programs, with prizes including gaming rewards and exclusive event access. Production by Webedia France; recognized with D&AD Wood Pencil (Experiential: Activation & Participation).

Results

Not published.