Prijava za Kaktus 2018

1. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
WE
BELIEVE
IN YOUTH
McDonald’s Serbia
Employment campaign

2. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Goal
The main goal of McDonald’s Youth campaign
was to present the benefits of working in
McDonald’s in an approachable and relevant way
for young people.

3. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Brand Strategy
Gaining pride and passion through
employee branding and so position
McDonald’s as a human brand, and
therefore influence the brand perception of
both guests and potential employees.

4. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Creative Strategy
How to attract more people to work in McDonald’s?
The first impulse would let us claim, that working
McDonald’s is the best job in the world!
But the truth is, that it is a tough job with an average
salary.
But we always believe, that there is something
beautiful in any truth! And as we had a closer look,
we found many beautiful stories!
Many employees follow their own dreams beyond
their job in McDonald’s.

5. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Conclusion
Working in McDonald’s might not be a dream-job,
but it is a great job to support your dreams.

6. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Creative Idea
Let’s celebrate the employees and their individual
dreams instead of the company and let this pride
resonate into the brand’s identity.

7. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
The Opportunity
With the brand’s 30th anniversary in Serbia, this
campaign was an opportunity to celebrate its long
tradition of supporting young people by portraying
the authentic stories, demonstrating the brand’s
inclusiveness and its true and relevant role in
the lives of young people.

14. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
TVC

16. Global Visual Identity CONFIDENTIAL — IMAGES ARE FOR CONCEPT ONLY
Digital

17. The digital campaign aimed to present a
continuous encouragement to young people to
apply to work in McDonald’s starting from May
2018 until the end of the year. The goal was to create
a continuous employee platform, to appeal to young
people with engaging content.
Digital advertising ads were based on the materials
obtained in the creation of TVC and OOH,
customized according to channel allowing for greater
variety in creation of the digital space.
GDN banner examples
Facebook Link ad example

18. In order to make the application as easy as possible, the posts
linked directly to McDonald’s official website in the ‘Jobs’
section (job application form).
For this purpose, a specific microsite was created, containing
all the relevant information regarding the employment process,
corporate culture and benefits of working in McDonald’s.
In order to establish a deeper connection, the website also
provides deeper insight into the lives of six employees,
who were already introduced via TVC and OOH, including
interviews that present their authentic point of view.
The benefits of microsite are multiple. It reduces the need to
purchase resources, at the same time giving us a way to obtain
the data of all interested in the employment, as well as keeping
track of applications. Via the FAQ section we can monitor and
garner insights into all matters that are important before and
during job application.

19. As a long term McDonald’s Employment
platform, our aim is to be constantly
building engaging stories via social
media, in terms of both form and
content.
One of the recent uses of innovative
formats was Kristina’s Instagram Story
Takeover.
Carousel ad example
Kristina’s Instagram Story Takeover
Link ad example
Play me!

20. Results
Core Result:
In the campaign’s first 3 days, McDonald’s attracted more new job applications than the entire month
before.
During its first month, the number of applications was over 6 times greater than the same month of the
previous year.
Additional Results:
The campaign proves that, even you don’t focus in your communication on hard selling messages,
you can increase sales and visits through brand content.
Brand perception as a good employer was increased by nearly 20%, while overall brand trust was raised by
3%. There was also a record growth in sales and guest visits (9% and 2% respectively), compared to the
same time of the previous year.
The stories about the employees triggered powerful reactions across all media. Many current and former
employees shared their own stories on social media, underlining the valuable experiences they
gained at McDonald’s.
A conversation about youth employment and financial independence was opened.