Jade Corsa
The country needs more female car salespeople: J. Walter Thompson Amsterdam has taken up the challenge together with Opel.
For the fact that half of all car purchases are made by women, there are surprisingly few female car salespeople. Almost none at all, in fact. But there are certainly women who would like to be advised by a woman when it comes to cars (whether that's really the case - you'd have to ask them). Many women probably wouldn't even think of applying for the typical "man's job" of car salesman, even though they might be best - or even better - suited for it.
This is in stark contrast to other industries, where the proportion of women is very high. For this purpose, JWT has created the fictitious company Jade - Lifestyle & Design was founded and personnel was sought. At the same time, the company placed an Opel ad, which was once again answered only by men. To enlighten the stunned female Jade applicants that they had their sights set on a completely different position.
The clou with the logo - a nice twist. The probability that the candidates shown in the case film are real applicants is probably rather low. But that doesn't detract from the good idea - once again. (hae)
