Kaufland: Grand Job Experience

Kaufland created the Grand Job Experience, the first in-game recruitment experience that revolutionizes recruitment techniques for Gen Z. We leverage gaming to fully immerse young generations in Kaufland's store universe to practice real jobs and tasks in their preferred online environment. Not to mention that the players who entered the Grand Job Experience server were surprised to find a supermarket like the one in the real world, both in terms of appearance and store assets: working cash registers, truck cargo, floor washing machines, etc. We invited gamers to explore real jobs such as building caretakers, sales workers, cashiers, district managers or store managers. To add fuel to the story, players were trained by 8 famous gaming streamers. Of course, Kaufland staff trained them before the event. Convincing gamers to pursue a job at Kaufland in real life was at the heart of our in-game activation.