Media > Media: Sectors
A PROMO NO BODY'S HEARD OF
LEO BURNETT PANAMA, Panama City / MCDONALD'S / 2023
Awards:
Overview
Credits
Overview
Why is this work relevant for Media?
It was the first time a promo ad was aired on live tv in sign language exclusively for the hearing impaired using a live sport channel as a platform.
Background
In Panamá 60% of people with disabilities face a huge problems finding jobs.
To help fight this problem, At McDonald's, we created an employment program for those with hearing impairment.
To Promote the new employment program for people who are hearing impaired and invite them to apply to work in McDonald’s.
We had to find a wat to bring this message to those with hearing impairment in a special way during the FIFA World Cup with a special invitation to our restaurants to have a meal but more important, to extend an invitation to apply for a job.
We want to create more job opportunities for people with hearing impairment and let them know that they are not just welcome to enjoy our food but also to be part of our team.
Describe the creative idea / insights
We Created A Promo no body's heard of: A hidden promo launched live in SIGN LANGUAJGE during the transmission of the match previews of Brazil vs Croatia and Argentina vs Netherlands that could only be understood by people who could read sign language. This promo invited them to our restaurant where people with hearing impairment were received with employees with hearing impairment with a meal and invited them to be part of the our labor inclusion program.
Describe the strategy
Target Audience:
Exclusively people with hearing impairment.
Describe the execution
During the most important match previews of the FIFA World Cup we activated a live translator in sign language. And while everyone believed we were translating the sportcasters, We were actually revealing an exclusive promo for the hearing impaired:
"Come to McDonald's, today we have an exclusive promo for just you.
Present your card at the checkout and enjoy a Big Mac for free."
In our restaurants, we gave them the meal and invited them to be part of the our labor inclusion program.
List the results
+1700 inclusive jobs applications
+400% Brand Visibility during The World Cup
McDonald's became the number one place and first opportunity for many hearing impaired that who had never even considered to apply for a job.
More Entries from Retail in Media
24 items
More Entries from LEO BURNETT PANAMA
15 items