“Who are you?”
That is one question many people would go to any length to find an answer. Man’s quest for self-discovery especially as it relates to finding and creating a fulfilling career path is definitely not a one-way street. So when Heineken’s Go Places campaign was launched in Nigeria on October 17, 2016, one thing was clear – they wanted to attract the most amazing talents and they put in a lot of creativity into making this happen.
This is not the first time, Heineken has tried to get our attention. In 2013, Heineken’s internship contest “The Candidate” scored a bronze Lion at Cannes and generated over 1,700 global entries.
Go Places uses a combination of film, gaming and life-defining decisions to guide participants on an adventurous experience. The interactive and engaging experience keeps you on the edge so much that you can’t help but want to spend time on the site. Right from the interview door, the element of mystery and urgency sets in on the participant – who has to answer 12 questions in three to five seconds. Based on the Enneagram model, the results give you a personal profile, which must be sent along with your Curriculum Vitae (CV) when applying for your Heineken dream job on LinkedIn.
This campaign is not your regular job search ad. Little wonder, AdWeek described it as an “HR campaign that’s as cool as any consumer ads it’s done.” It’s playful, personal, interactive and the farthest things from an interview. It truly validates what Tom Fishburne said that – “the best marketing does not feel like marketing.” Go Places was an adventure!
No doubt, a lot of creative energy went into putting all of this together. The “Go Places” site, took over one-and-a-half years to create by Wefilm, Cloudfactory and Superhero Cheesecake.
Don’t think we came up with all this based on hearsay, we took the test for ourselves and majority of us turned out to be “Investigators”, while some were classified as “Pioneers”. Other traits that could define one’s personality include: Traditionalist, Achiever, Innovator, High-Flyer and so on.
Once you’ve gotten your results, you would be directed to the Nigerian Breweries careers site, where you can check out job openings and find one that best suits you.
You can watch the Go Places ad and visit the full site to take the interview and tell us what you think.