IKEA, -известный шведский продавец мебели, использовал технологию 3D-печати для продвижения своей последней кампании по подбору персонала, целью которой является замещение ключевых технических должностей в Нидерландах, Швеции, Германии и Швейцарии.
IKEA's latest "Taste the Future" campaign invites candidates to participate in a unique job interview and taste a plate of plant-based 3D printed Swedish meatballs, with the aim of appealing to a diverse range of digital professionals.
△ IKEA's plant-based 3D printed Swedish meatballs, the picture comes from IKEA
ИКЕА также объявила о планах к 2025 году предлагать 50 процентов-растительных блюд во всех своих ресторанах. Однако еще неизвестно, появятся ли фрикадельки, напечатанные на 3D-принтере,-в вашем местном меню ИКЕА в ближайшее время. .
Pascal Pauwels, IKEA Group Chief Information Officer, said: "IKEA is at the beginning of a journey to embrace data and technology to become more affordable, convenient and sustainable in an omni-channel environment where those with the imagination will play an important role in exploration. So we are looking for people who want to work together to create a better everyday life, and this event is a good opportunity to start a conversation."
Фрикадельки, напечатанные на 3D-принтере
IKEA's Swedish meatballs are a signature of their company's delicacy, and coupled with their reputation for 3D printing, there's a certain appeal to those less familiar with the technology that will undoubtedly interest candidates.
IKEA's recruitment campaign hopes to attract a variety of technical talent to fill the 150 positions offered across Europe. These 3D printed meatballs will be offered to selected candidates as part of IKEA's normal application and interview process.
Karen Rivoire, head of employer branding at IKEA, said: "We are looking for down-to-earth data scientists, architects of the future, web guardians, engineers and common sense creators who want to create a better everyday life for the less affluent majority."
△ 3D printed meatballs are part of IKEA's latest recruiting campaign, photo via IKEA
Speaking of the meatballs themselves, it was produced by a 3D food printer and reproduced the texture, taste and appearance of the original meatballs, but without the meat. This plant-based alternative was born out of IKEA's experimentation with new technology to make meatballs more sustainable.
Ikea is vague about the food 3D printing technology involved in making the meatballs, and it's unclear whether it leverages third-party technology and hardware or developed the technology in-house. It is considered more likely that third-party technology is used.
IKEA уже предлагает фрикадельки-на растительной основе и традиционные фрикадельки в ресторанах и взяла на себя обязательство к 2025 году предложить 50% основных блюд-на растительной основе в своих магазинах. Тем не менее, компания заявляет, что у нее нет текущих планов. чтобы включить-напечатанные на 3D-принтере фрикадельки в меню ресторана.
△ IKEA hopes that vegetarian 3D printing will attract the interest of a new generation of scientific and technological talents. The picture comes from IKEA
It's clear, at least for now, that 3D-printed meatballs are just a marketing gimmick for IKEA to attract the next generation of data and tech talent by getting eyeballs on this marketing campaign. What's more interesting, however, is that 3D printing technology is also booming, with mainstream brands using the technology as a hook at such events.
Главная роль 3D-печати в маркетинговых кампаниях
Examples of additive manufacturing as a new or revolutionary technology being used for marketing purposes abound, including a recent advertising video by the British Heart Foundation. The foundation is funding the development of 3D-printed hearts to save children's lives, and the technology may be one of those mentioned at the recent "This Is Science" campaign, which called for donations to "turn sci-fi into reality" ".
Конечно, предостережение для этого события заключается в том, что до 3D-печати настоящего сердца еще далеко. В настоящее время использование 3D-печати в этой области в значительной степени ограничивается моделями пациентов и исследованиями тканевой инженерии.
△British Heart Foundation advertisement on the London Underground, photo by Michael Petch
Interestingly, behind the wave of 3D printing hype in 2013-2014, brands like Coca-Cola, Carolina Herrera, Louis Vuitton, Macy's, Netflix, Nike, and others adopted 3D printing in some ways as part of their omnichannel marketing strategies. The Ekocycle 3D printer, developed by Coca-Cola in 2014 in partnership with 3D Systems and musician Will.i.am, is a prime example, and 3D printers were added to Macy's back-office stores in 2015 as the retailer tries to attract The new millennial consumer demographic.
Armani использовал технологию 3D-печати Massivit для изготовления пары обуви с 3D-структурой на большом наружном рекламном щите и установил ее на рекламном щите, объединив 2D-печать и 3D-печать для создания лучшего рекламного эффекта.
Является ли появление 3D-печати в рекламной кампании признаком того, что вот-вот вспыхнет очередная волна ажиотажа?