Opel

Only 4% of car salesmen at the Opel dealer are women. And that while almost half of all cars are bought by women. To create more diversity at Opel dealers and inspire women to consider a career as a car salesman, Opel wanted a new recruitment campaign. Because it’s such a male-dominated world we had to come up with a different approach. So, we created Jade, a lifestyle & design company. Then we placed two identical recruitment ads; one for Opel and one for Jade to see what would happen.