Title | SERVE YOUR COUNTRY |
Brand | MCDONALD'S |
Product/Service | BRAND CAMPAIGN |
Category |
F01. Integrated Campaign led by PR |
Entrant
|
PRIME WEBER SHANDWICK Stockholm, SWEDEN
|
Idea Creation
|
PRIME WEBER SHANDWICK Stockholm, SWEDEN
|
Idea Creation 2
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
OMD Stockholm, SWEDEN
|
PR
|
PRIME WEBER SHANDWICK Stockholm, SWEDEN
|
PR 2
|
NORD DDB Stockholm, SWEDEN
|
Production
|
PRIME WEBER SHANDWICK Stockholm, SWEDEN
|
Production 2
|
BACON FILM Stockholm, SWEDEN
|
Production 3
|
BLECK Stockholm, SWEDEN
|
Production 4
|
NORD DDB Stockholm, SWEDEN
|
Credits
Mattias Oljelund |
Prime |
Key Account Manager |
Maria Ramsay |
Prime |
Account Director |
Sara Davidson |
Prime |
Account Manager |
Adam Nelvin |
Prime |
Planner and writer of the report |
Jasmin Alipour |
Prime/United Minds |
Analyst |
Petter Dixelius |
DDB Nord |
Copywriter |
Erik Årnell |
DDB Nord |
Planner |
Johan Ljungman |
DDB Nord |
Business Director |
Joel Ekstrand |
DDB Nord |
Art Director |
Hogir Aslan |
DDB Nord |
Digital Producer |
Beata Mollberg Fagring |
DDB Nord |
Account Manager |
Jeanette Ytterman |
DDB Nord |
Account Director |
Mattias Nordenhamn |
DDB Nord |
Digital Designer |
Daniel Johansson |
DDB Nord |
Web Master |
Johan Lindqvist |
DDB Nord |
Developer |
Pärmartin Jonsson |
DDB Nord |
Design |
Stella Breiman |
DDB Nord |
Art Buyer |
Johan Svensson |
DDB Nord |
Agency Producer |
Daniel Liljas |
DDB Nord |
Design |
Robin Löthberg |
DDB Nord |
Social Media Manager |
Selma Felic |
McDonald´s Sweden |
Marketing Manager |
Jeff Jackett |
McDonald´s Sweden |
Marketing and Digital Director |
Susanne Rydjer |
McDonald´s Sweden |
Communications Manager |
Raymond Mankowitz |
McDonald´s Sweden |
Senior Director Communications & Public Affairs |
The Campaign
Idea
Integration and youth unemployment are the social challenges that worries Swedes the most. In a country that hasn’t been to war for centuries, the Swedish Armed Forces has played an important role in uniting people from all walks of life to overcome differences and challenges. By copying their internal survey and giving it to our employees, we proved that serving burgers and serving your country build the same skill set.
Execution
The campaign encompassed pr, public affairs, tv, digital, SoMe, print, outdoor, always on and influencer marketing. All parts led to gordonken.se. The report included "the McDonald's Model", the company's way of getting a diversified workplace to work in practice. To increase internal pride, all the participants in the campaign were true McDonald's employees.
Phase 1 May 22 - June 22
National press release with launch of the report
Local press with employers participating in the ad campaign
Opinion pieces signed by McDonald’s franchisees.
A round table in Parliament and 200 DM invitations to politicians
TVC, cinema, DOOH, online: Ad campaign
Phase 2 June 22th - ongoing
DM, social media: Call back letters to refresher exercises to former employees
Online films:
• Skills you get from working at McDonald’s
• Documentaries portraying employers
Local press with the employers participating in the documentaries
Refresher exercises at 20 McDonald’s restaurants with former employees
The “Serve Your Country” campaign helped raise awareness of the growing polarisation on the Swedish labour market by making information, otherwise mostly available as statistics, accessible and relatable to a wider target audience. The initiative highlighted how having a job is crucial in order to be a part of the society and how McDonald’s is a part of the solution by providing jobs and on-the-job training. The initiative also helped establish McDonald’s position as Sweden’s largest youth employer and showed how McDonald’s work with recruitment, feedback and leadership in order to turn challenges with diversity and language barriers into a success (the “McDonald’s Model”).
A key objective for the campaign was to inspire more companies to embrace our way of leading and educating young people for a more integrated workplace. In the debate that followed the campaign, it was clear that McDonald’s is best in class.
Earned
Reach: +4,5 million
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
The Situation
According to a recent national survey, the social challenges Swedes are most worried about are segregation and youth unemployment. Historically, the Swedish Armed Forces has played an important role in uniting people from all walks of life to overcome differences and challenges. By copying their internal survey and giving it to our employees, we proved that serving burgers and serving your country build the same skill set: Self discipline, responsibility and ability to corporate. ’Serve Your Country’ is a PR driven initiative that was matched to launch when Sweden reintroduced mandatory military service earlier this year.
The Strategy
By copying the Swedish Armed Forces’ internal survey to McDonald’s employees, we showed that serving burgers and serving your country develop many of the same skills. We also showed that the employees see the diversity of their workplace as a major strength. The result was published in the report “We’re pretty diverse already”.More than 430000 guests visiting McDonald’s daily, the campaign targeted the whole Swedish population. We also briefed stakeholders and politicians, to inspire more organisations and companies to follow.
REASON TO SPEAK – launch of the report at www.gordonken.se, timed with when the Swedish Armed Forces sent out their first draft cards.
EARN TRUST – start a debate trough national and local opinion pieces, signed by McDonald’s franchisees.
BUILD CREDIBILITY – local and national PR on how McDonald’s is providing jobs and on the job training.
INFLUENCE – create a dialogue with politicians. Call back letters to former employees.