According to Heineken International (as well as anyone who's ever conducted an interview), most interviews sound very similar: prepared questions are answered with similarly prepared answers.
This ad from Heineken International aims to throw a wrench into the standard interview atmosphere in hopes of finding an intern that stands out among the 1,700 that applied.
This ad is over three minutes long and is structured like a mini-reality show. Candidates walk into the Heineken International offices for their interview and are greeted by a man who holds their hand all the way to the office. The entire interview is riddled with abnormalities in an effort to see how the candidates react under pressure and to unusual challenges. After all the candidates are interviewed this way, the best interview is voted on by marketing professionals to determine who gets the position.
Key Themes Behind This Trend
- Micro-reality Show Interviews
- Using reality show tactics to disrupt traditional job interviews in order to find unique candidates.
- Unconventional Job Interview Strategies
- Developing creative interview techniques to measure candidate reactions to unusual challenges.
- Marketing Through Reality TV Makeup
- Marketing campaigns which frame traditional business practices under the format of reality TV style episodes.
Where This Applies
- Beverage & Alcohol Industry
- Adapting creative interview strategies to select the best candidates for marketing and advertising positions.
- Advertising Agencies
- Incorporating a staged approach to client proposals, adding disruptive techniques that differentiate their services.
- Marketing and Media
- Incorporating the reality TV format into various types of marketing campaigns, capitalizing on creating unique content that demands consumer attention.
