The 'Adlove' Campaign Examined Brainwaves to Hire Interns
Alexander Lam — August 3, 2013 — Marketing
With the goal of choosing the perfect intern, ad agency TBWA\Istanbul set out to interview candidates while reading their minds in the 'AdLove' campaign. TBWA\Istanbul took 503 applicants and measured their brain waves to quantify their love for advertising.
The agency asked interns to watch iconic commercials while they were strapped into brain-monitoring gear. A technician looked for user brainwaves that indicate infatuation and excitement. As candidates watched commercials, their level of passion was measured. This was done in order to determine which aspiring creatives deserved the job the most.
After all of the applicants were measured, the five candidates with the most love for advertisements were hired. All of this was filmed and turned into a short video in a promotion for TBWA\Istanbul.
The agency asked interns to watch iconic commercials while they were strapped into brain-monitoring gear. A technician looked for user brainwaves that indicate infatuation and excitement. As candidates watched commercials, their level of passion was measured. This was done in order to determine which aspiring creatives deserved the job the most.
After all of the applicants were measured, the five candidates with the most love for advertisements were hired. All of this was filmed and turned into a short video in a promotion for TBWA\Istanbul.
Trend Themes
1. Mind-reading Recruitment - There is an opportunity for HR companies to innovate recruitment processes by incorporating neuroscience methods to evaluate candidate's cognitive abilities.
2. Neuro-marketing Insights - Marketers can benefit from measuring consumers' brainwaves to understand their interests and design products/services that cater to their preferences.
3. Psychometric-based Hiring - Using advanced psychological assessments, HR companies can identify candidates best suited for job roles resulting in better job satisfaction and reduced employee turnover.
Industry Implications
1. HR and Recruitment - HR companies can adopt technological innovations to evaluate candidates more accurately and efficiently.
2. Advertising and Marketing - Advertisers can leverage neuroscience methods to gain insights into consumer thoughts, desires and emotions leading to better ad campaigns and consumer engagement.
3. Psychological Assessment Services - Psychometric testing companies can help organizations use personality assessments as part of the recruitment process leading to better suitability fit for jobs and improving employee retention rates.
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