In August 2014, JLR announced it had chosen to locate its new SVO Technical Centre in Coventry. Set to be JLR’s global centre of excellence for the creation of high-end luxury bespoke commissions and extreme performance vehicles, SVO needed to attract 100 new engineering and technical specialists.
With a better understanding of SVO’s purpose, it became clear that to work there you needed a real passion for pushing the boundaries. A desire to make good great and the unknown feasible. Coupled with the fact that SVO was created to fulfil drivers’ wildest dreams, this thought of making the impossible possible, became the focus of our campaign: Dream Makers Wanted.
Having profiled our audience heavily, we knew we had to roll out the campaign across multiple channels to reach both the active and passive job seekers.
We captured the imaginations of both our audiences through Spotify, YouTube, Facebook, PPC, job postings and channels such as AutoExpress and Pistonheads.
Our sponsored Facebook ad reached over one million people, while the ad on YouTube amassed over 275,000 views in just four months, increasing the number of visitors to the website by 52%. To date, the campaign has generated 2003 applications – far exceeding the 100 vacancies available.