Cannes Lions

McDonald's - reQRuitment

PUBLICIS CONSEIL, Paris / MCDONALD'S / 2022

Case Film
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Overview

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Credits

Overview

Background

The pandemic widened the existing gap between those who can easily find a job and those who struggle to. Many people, especially young adults, feel intimidated when applying for jobs. One in five young people has no real hope of entering the job market in France.

Idea

We transposed the experience of eating at McDonald’s into that of the job application process by making it easy, welcoming, inclusive and enjoyable.

Interaction comes from:

- Breaking the rules of usual QR codes to create a popular and cultural experience while catching peoples’ attention

- Giving direct access to the McDonald’s application platform within seconds

- The opportunity to apply for a job that suits people best, in just a few minutes and regardless of their device.

- Placing campaigns in locations and contexts where people can take the time to engage with the content (e.g. while waiting for the bus or reading a waiting room magazine)

Strategy

We transposed the experience of eating at McDonald’s into that of the job application process by making it easy, welcoming, inclusive and enjoyable.

Interaction comes from:

- Breaking the rules of usual QR codes to create a popular and cultural experience while catching peoples’ attention

- Giving direct access to the McDonald’s application platform within seconds

- The opportunity to apply for a job that suits people best, in just a few minutes and regardless of their device.

- Placing campaigns in locations and contexts where people can take the time to engage with the content (e.g. while waiting for the bus or reading a waiting room magazine)

Execution

We transposed the experience of eating at McDonald’s into that of the job application process by making it easy, welcoming, inclusive and enjoyable.

Interaction comes from:

- Breaking the rules of usual QR codes to create a popular and cultural experience while catching peoples’ attention

- Giving direct access to the McDonald’s application platform within seconds

- The opportunity to apply for a job that suits people best, in just a few minutes and regardless of their device.

- Placing campaigns in locations and contexts where people can take the time to engage with the content (e.g. while waiting for the bus or reading a waiting room magazine)

Outcome

Many people don’t feel confident when applying for jobs, especially young adults. One in five young people has no real hope of entering the job market. With an unemployment rate of over 22%, they are the most affected group in France. Young people are digital natives. They know how to use social networks and play Fortnite, but when comes to writing a resume or forwarding an email, they can feel lost.

- 90% of young people use the Internet for leisure

- 30% of them check their emails regularly

- 1/3 of them want help to apply for a job

This is why we turned the boring and intimidating job application process into an enjoyable, inclusive and intuitive digital experience which mimics the use of digital platforms.

We transposed the experience of eating at McDonald’s into that of the job application process by making it easy, welcoming, inclusive and enjoyable.

Similar Campaigns

12 items

Scales

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Scales

2019, MCDONALD'S

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