Arabian Automobiles / UAE / 2024B2B
Hear & Hire.
Arabian Automobiles needed 50 expert technicians. Its radio ads were diagnostic tests: real faulty-car sounds recorded at its service centre, and a challenge to name the problem.
- Brand
- Arabian Automobiles
- Agency
- TBWA\RAAD
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Arabian Automobiles services Nissan and Infiniti cars in the UAE and wanted the best technicians in a competitive market, where a normal job ad wouldn't stand out.
The idea
TBWA\RAAD recorded a ticking engine, screeching brakes and a struggling starter motor live at the service centre and built three radio spots around them. Listeners who recognised the fault were invited to call 800 NISSAN. The spots ran for four weeks on UAE stations that are often on in workshops.
Results
- 500+ applications, 40% more than the 350 from the previous recruitment drive, according to the Dubai Lynx entry
- All 50 positions filled, the entry says
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Audio & Radio – Use of Audio & Radio as a MediumBronze
Credits
- Creative agency
- TBWA\RAAD Dubai
- Media placement
- OMD Dubai
- Managing Director, TBWA\RAAD
- Joe Lahham
- Executive Creative Director, TBWA\RAAD
- Santiago Cuesta
- Copywriter, TBWA\RAAD
- Sandeep Fernandes
- Copywriter, TBWA\RAAD
- Italo Canepa
- Senior Art Director, TBWA\RAAD
- Javier Pizarro
- Senior Art Director, TBWA\RAAD
- Julian Sanchez
- Account Director, TBWA\RAAD
- Richard Rao
- Account Manager, TBWA\RAAD
- Vidhi Gupta
- Account Executive, TBWA\RAAD
- Mohammed Aayaz
- PR & Communication, TBWA\RAAD
- Romy Abdelnour
- Strategy, TBWA\RAAD
- Catherine Bannister
- Motion Designer, TBWA\RAAD
- Christin Jacob
- PR & Communication, TBWA\RAAD
- Lea Moufarej
- Traffic, TBWA\RAAD
- Ezzat Habra
- Executive Creative Director, Nissan United Paris
- Carl Harborg
- Executive Creative Director, Nissan United Paris
- Philippe Rachel
