Arabian Automobiles, the largest Nissan dealership in the UAE, needed to recruit 50 highly skilled auto technicians across the country. However, in a crowded job market, traditional methods such as job ads, CV reviews, and interviews were falling short. They weren’t attracting top-tier talent or effectively filtering for real expertise. The brand needed a way to reach the right audience, ensure candidates were truly qualified, and stand out in a sea of generic recruitment messaging.

TBWA\G1 Paris & TBWA\RAAD flipped the recruitment process on its head for Arabian Automobiles. Instead of asking technicians to apply, they asked them to listen. Real car failure sounds, recorded at Nissan’s service center, were turned into radio ads that challenged mechanics to diagnose the issue by ear. It was a medium they already engaged with (radio in workshops) and behavior they already used (listening to diagnose). Only those who could identify the sound correctly were invited to apply, creating a recruitment filter disguised as a challenge.