SERVE YOUR COUNTRY - DO DONKEN

ClientMCDONALD'S
Category A09. Corporate Social Responsibility
TitleSERVE YOUR COUNTRY - DO DONKEN
Product/ServiceEMPLOYER BRANDING
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Idea Creation 2 PRIME WEBER SHANDWICK Stockholm, SWEDEN
Media Placement OMD Stockholm, SWEDEN
PR PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production NORD DDB Stockholm, SWEDEN
Production 2 BACON FILM Stockholm, SWEDEN
Production 3 BLECK Stockholm, SWEDEN
Production 4 PRIME WEBER SHANDWICK Stockholm, SWEDEN
Credits
Name Company Position
Petter Dixelius NORD DDB Copywriter
Joel Ekstrand NORD DDB Art Director
Jeanette Ytterman NORD DDB Account Director
Johan Ljungman NORD DDB Business Director
Erik Årnell NORD DDB Planner
Beata Mollberg Fagring NORD DDB Account Manager
Hogir Aslan NORD DDB Digital Producer
Mattias Nordehamn NORD DDB Digital Designer
Daniel Johansson NORD DDB Webmaster
Johan Lindqvist NORD DDB Developer
Pärmartin Jonsson NORD DDB Graphic Designer
Daniel Liljas NORD DDB Graphic Designer
Stella Breiman NORD DDB Art Buyer
Robin Löthberg NORD DDB Social Media Manager
Johan Svensson Always Frank Agency Producer
Mattias Oljelund Prime Key Account Manager
Maria Ramsay Prime Account Director
Sara Davidson Prime Account Manager
Adam Nelvin Prime Planner & report writer
Jasmin Alipour Prime Analytic
Chris Drake OMD Client Executive
Emanuel Falsén OMD Client Manager
Jonny Fält OMD Client Manager
Tomas Jonsgården Bacon Director
Magnus Åkerstedt Bacon Producer
Rasmus Vidbæck Bacon Director Of Photography
Marcus Svanberg Standart Director
Josephine Collberg Standart Producer
Robert Fenniger Standart Producer
Niklas Johansson Photographer Photographer

The Campaign

In 2009 Sweden’s government cancelled the mandatory military service, commonly known as “doing lumpen”. In a country that hasn’t been to war for centuries, its was known as a place where young Swedes learned to be grown ups and develop important social skills. It also had an important role as one of the few places where people from all parts of society made friends, learned to respect each other and work together towards common goals. So when it was cancelled, society lost an important tool for integration. Today McDonald’s, commonly called “Donken”, fill that role as Sweden’s biggest youth employer. So we urged more Swedes to “do Donken” and made McDonald’s model for integration public.

Creative Execution

The national campaign's all parts (tv, cinema, web documentaries, print, OOH, DOOH, some, banners, YT influencers) led to gordonken.se where visitors could apply for jobs and read an inspirational report aimed at stake holders, journalists and politicians based on a comprehensive employee survey. In the report, McDonald's also shared the "McDonald's Model", the company's way of getting a diversified and young workplace to work in practice. All to inspire more companies to embrace our way of leading and educating young people. After the launch of the campaign, McDonald's invited representatives from Sweden's largest parties to a parliamentary seminar on the important role of business as a tool for integration. In order to increase the internal pride, all the participants in the campaign (except the guests) were true McDonald's employees. “Do Donken” started running in may and is ongoing.

Results

Brand A good employer: +29% (93% above target) An ethical and responsible company: +33% (120% above target) Brand preference: +27% (170% above target) Source: HOT from May to July 2017 (McDonald’s tracking) Recruitment Applicants +40% (100% above target) Applicants under 18 +320% (no target specified) 22 May – 31 July 2017 compared to the same period 2016 SoMe Reach: 10,8 million (Sweden has 10 million inhabitants) Likes, comments and shares: 17 000+ Clicks: 136 000+ Video views: 2,8 million

”Do Donken” was a national employer branding campaign from McDonald’s based on insights from an extensive survey among the company’s own employees. It directly targeted young people to encourage them to start their careers at McDonald's.

A survey* conducted among over 2000 employees with questions copied from the military services’ own evaluation form** showed that McDonald’s employees develop many of the same important social skills associated with “lumpen” by “doing Donken”. It also showed that they see the diversity of their workplace as a major strength. Besides targeting younger demographics to apply for jobs, the campaign targeted stakeholders and politicians to share McDonald’s way of working with integration to inspire more organisations and companies to follow. The use of “Do Donken” as a metaphor was also timed with the debate about reintroducing the mandatory military service. * McDonald’s employee survey conducted by Prime & United Minds 2017. ** Final report attitude project education year 2009 (Swedish Armed Forces).