SERVE YOUR COUNTRY - DO DONKEN
|Category||A09. Corporate Social Responsibility|
|Title||SERVE YOUR COUNTRY - DO DONKEN|
|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|
|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|
|Chris Drake||OMD||Client Executive|
|Emanuel Falsén||OMD||Client Manager|
|Jonny Fält||OMD||Client Manager|
|Rasmus Vidbæck||Bacon||Director Of Photography|
The CampaignIn 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 ExecutionThe 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.
ResultsBrand 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).
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