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Snaplications

basics
Industry: Catering industry
Media:Direct Market
Market:Australia
Style: Minimalism
descriptioncnen
Synopsis

We created Snaplications – the instant job application that changed the face of McDonald’s recruitment in under 10 seconds.We turned Snapchat into McDonald’s biggest recruitment channel, allowing teenagers to apply with a snap – no cv’s, just personality.Using a Snapchat lens, people could transform themselves into one of the McDonald’s crew, and told us why they’d be the perfect candidate in under 10 seconds.To support the lens we created ads across Snapchat, McDonald’s restaurants and major universities, schools and public transport locations that would trigger a snaplication instantly.
CampaignDescription

McDonald’s is typically an entry way into the workforce, meaning applicants generally have no prior work experience. The concept of a traditional resume is irrelevant for most young people given all they have to sell themselves on is their personality. Coupled with the insight that young people are used to doing everything instantly these days, talking, sharing, even finding love; we thought why should applying for a job be any different?We identified Snapchat as the perfect place to reach young people, they had already moved away from mainstream networks like Facebook in favour of more instant 1:1 communication – and the ability to showcase their personality using a Snapchat Lens tapped into behaviour that was so deeply ingrained within them – it was a natural fit.
Outcome

The results were astonishing, in both recruiting young people to work for McDonald’s and creating massive amounts of earned media for McDonald’s Australia – helping to shift perceptions of the brand and positioning them as an innovative employer.-In the first 24 hours we received nearly 3,000 snaplications – 4x higher than traditional methods gathered in a whole week.-Within days we had already hired real young people into positions at McDonald’s-Snaplications received global media coverage across Australia, USA, UK, Germany, France, Canada, Spain and many more-An estimated reach of 312M+ people in 3 days-Our lens exceeded Snapchat’s benchmarks by more than double-1.5 years worth of playtime with the Snapchat lens
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.
Strategy

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.
Relevancy

Snaplications is an entirely new way of looking at recruitment. Using Snapchat as our primary channel, we were able to engage young people directly and encourage them to apply for a job at McDonald's by sending a 10 second video message, called a Snaplication, to the @Maccas snapchat account.Applications were a direct 1:1 engagement with our audience, in a channel where we knew they were the most active, using a mechanic that was so deeply engrained in their behaviour, that it made applying for a job a Snap.
credit
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Agency:
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Other credit:Entrant Company: VML, Sydney, Australia
Media Agency: OMD SYDNEY, AUSTRALIA
Additional Company: McDONALD'S, Thornleigh, AUSTRALIA
Strategy Director, David Di Veroli, VML
Senior Strategist, Louise Peacock, VML
Social Strategist, Christian Love, VML
Motion Designer, Joseph Harper, VML
Global Chief Creative Officer, Debbi Vandeven, VML
Lead Producer, Rebeckah Bakouris, VML
Community Manager, Rebecca Tannous, VML
Community Manager, Luke Poat, VML
Community Manager, Christophe Blanchys, VML
awards
The One Show 2018
Gold Pencil Social Media
Innovation in Social Media
The One Show 2018
Gold Pencil Social Media
Social Engagement / User-Generated Content
The One Show 2018
Silver Pencil Mobile
Mobile Advertising
The One Show 2018
Silver Pencil Mobile
Innovation in Mobile
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Co-Creation & User Generated Content
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Targeted Communication
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Social Trends
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Social Business
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Corporate Image
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Innovative Use of Social Media
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