Spikes Asia

Snaplications

VML, Sydney / MCDONALD'S AUSTRALIA / 2017

Awards:

1 Silver Spikes Asia
3 Bronze Spikes Asia
1 Shortlisted Spikes Asia
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Overview

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Credits

Overview

Background

McDonald’s hires a staggering 30,000 young people every year, but attracting them was becoming harder than ever. Outdated hiring practices that didn’t resonate with their core audience of young people, coupled with a perception problem in which 75% of Australian’s didn’t see McDonald’s as a “cool” place to work, meant it was a struggle to fill the vast number of roles available.

Our brief was to find a way to reach potential new young employees and get them excited about the possibility of working at McDonald’s.

We had two key objectives:

- Increase the number of McDonald’s employee applications.

- Change the perceptions of young people about working at McDonald’s.

Execution

We created a Snapchat lens that put young people into a McDonald’s uniform – complete with hat and name badge, giving them a chance to see themselves as a potential crew member. All they had to do was tell us why they wanted to apply.

The initiative was supported with a national Snapchat buy, giving the entire country access to an exclusive crew lens. Supporting snap ads, digital out of home and restaurant collateral also allowed them to instantly trigger a Snaplication by simply scanning the Snapcode with the Snapchat app.

Recruitment messaging showcased a variety of reasons why young people should join the crew – from flexible work hours, a fun work environment, to progression and training opportunities, before encouraging them to join the crew in a Snap.

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