Heineken Go Places: an interactive online job interview
The Heineken Company represents a worldwide network of more than 250 brands in 70+ countries. For potential employees this means opportunities all over the world: they can go places. Dutch production studio Superhero Cheesecake was asked by lead agency Cloudfactory to develop a fun, interactive job interview, where applicants are put to the test, as part of a short online movie and website.
Background
The agency was asked to show potential employees that The Heineken Company is more than the famous beer brand. A company with a unique personality and a great company culture. The interview and website represent just that. With actual Heineken Company employees from all over the world as actors.
Strategy
Superhero Cheesecake created this interactive job interview where you apply online for an unspecified job at The Heineken Company. Showing potential employees what Heineken looks for in people and how the company operates. All in a fun, fast and innovative way.
It does not only tell you something about Heineken, but also about yourself. This makes it highly relevant for both audience and brand, making it one powerful brand experience.
Process
The film and web content are seamlessly connected. It does not feel that you have to step out of the movie to take part in the interview. The minimalistic design approach and playful interface enables to impress and entertain its viewer without being intrusive.
Furthermore, the video is customised for each country, and for specific moments of the day. For example, at the start of the video the interviewer shows a watch with the actual, current time at the applicant’s location. Also, the choice of local beers and dishes in the film are based on the user’s current location. This meant that there was an enormous amount of short video snippets that needed to be dynamically stitched together, based on local data.
Outcome
Heineken Go Places is still going strong. The first results were beyond everyone’s expectations. Heineken has received over 300% more job applications via LinkedIn than in previous years. A lot of people engaged with the film: the average time spent on the site is more than 5 minutes. This is approximately the time it takes to complete the interview. And it won several awards at The FWA, Awwwards, SpinAwards and Eurobest.
The project was led by creative agency Cloudfactory, with design and development by Superhero Cheesecake and film production by Wefilm.
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