P&G had a wish list: campus recruitment that felt innovative, had a “wow” factor, could roll out on a global scale, and extended the “Day One” recruitment campaign we’d developed. Our idea? Advertise careers by going meta and creating a VR experience that takes students behind-the-scenes of P&G commercial video shoots.
CD - Nick Vacca
AD - Christie Tandiono
SR. CW - Callie Smith
CW - Luke Barley
Here’s Hugo Barbagallo, Global Talent Supply Leader at P&G explaining the project:
Deal with dandruff, moisturize or shave? You may have heard of Head & Shoulders, Olay and Gillette, the three brands we based our commercial shoots on. Here’s the VR home screen.
Users can click through and get backstage access to the glamorous world of commercial video shoots, then poke around, explore the environment, and find hot spots where they’re served content.
Each set required scripts for the actors and research for the hot spots, which I’m not going to include because they’re super long. If you want to see them, let me know, and I’ll send them your way.
If you want to explore it yourself, go to https://www.pgcareers.com/vr or if you’re on your phone and have access to a VR headset, download the app here: https://itunes.apple.com/us/app/p-g-virtual-reality/id1435999095?mt=8.
Pretty neat. And P&G loved the VR so much they’ve made it the keystone of their campus recruitment efforts, including prominent placement at their event booths.
And every recruiter loves a busy booth. To get students to visit P&G’s, we pitched geolocating a Tinder profile featuring a brand character on campus. Once someone swipes right and matches a chatbot takes over and gives the event details.
We also suggested generating buzz by placing silhouettes around campus with Snapcodes. Activation starts an AR experience with an informative, chatty brand character talking about the event.
And we pitched giving students the chance to take a selfie with a P&G brand character at events using a geolocated Snapchat overlay filter.
