ABB Photobooth makelove
This work
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Innovative solutions in digital
Task
That was an activation that invites female engineers to the ABB internship program. Challenge: ABB will launch a new trainee program for European region focusing on female and sales talents. Increase awareness of ABB as an innovative employer, pioneering technology leader, that invites the best talents and attract female engineers to apply for a program.
Ideas and solutions
Idea: Create a photo booth which automatically recognizes the sex of the person sitting in front of the camera and gives photos with defined message. Solution: In student campuses and at job fairs the photobooth was placed in which everyone could make photos. The program automatically recognized the sex of the person sitting in front of the camera. If there was a girl, she received her photos with one of these messages: "Hey, girl! Due to new technologies our smart photobooth discovers your sex so we prepared a secret invitation for you. Apply for ABB's female trainee program!". Every photo had a special QR-code that leaded to the website describing the program or to the career Facebook page. If it was a boy, he received his photos with a message: "Hey, boy! We have some awesome offers for you. Check our career website". Results: The photobooth visited 5 cities: Paris, Lyon, Zurich, Karlsruhe, Ostrava and took part in 5 job fairs. 2460 photos were printed by photobooth for students; 590 women left applications for the female international trainee program.
