Every year, millions of vehicles rely on TÜV Rheinland's mobility experts to keep roads safe. Their engineers inspect, investigate and certify everything from everyday cars to future mobility technologies. As demand for these services continues to grow, attracting the next generation of testing engineers became business-critical.
Approach
TÜV testing engineers don't build. They investigate. They solve technical puzzles every day. So instead of explaining the job, we let candidates experience it. Inspired by the popular Black Stories format, we created social-first technical riddles. Solve the case, unlock the next step. A dedicated landing page turned curiosity into qualified applications.
Outcome
The campaign put TÜV Rheinland in front of a whole new generation of engineering talent. It delivered strong global reach with over 2.5 million views on Meta and TikTok. Moreover, it significantly increased employer brand awareness.
At the same time, the campaign achieved an exceptionally low cost per lead and, most importantly, attracted the curious, analytical minds TÜV was looking for.
