Serve Your Country|微电影|广告营销案例【ADGuider广告指南】

为你的国家服务

案例简介：大纲根据最近的一项全国性调查，瑞典人最担心的社会挑战是隔离和青年失业。在瑞典，麦当劳是最大的私营青年雇主。员工享有非常好的工作条件，有养老金、保险和带薪假期。此外，通过提供工作和在职培训，在麦当劳工作是移民融入瑞典社会的一种方式。简报是为了表明麦当劳不仅仅是一家快餐公司，它展示了麦当劳如何通过招聘、反馈和领导力来将多样性和语言障碍带来的挑战转化为成功。目标是增加麦当劳作为一个负责任的雇主的品牌偏好和信任，让更多的年轻人申请工作，并提高员工的内部自豪感。策略我们使用以下策略来确保达到我们的目标: 1.发言理由: 在戈登肯发布的报告 “我们已经相当多样化了 -- 一份关于凝聚力、就业和融合的鼓舞人心的报告”。se，与瑞典武装部队发出第一张征兵卡的时间一致。2.赢得信任: 通过由麦当劳加盟商签署的国家和地方意见开始辩论。3.建立信誉: 当地和国家公关麦当劳如何通过证明工作和在职培训为瑞典社会做出贡献。4.影响力: 创造与政治家的对话。利用这 210 家餐馆作为一个渠道，吸引每天 430 名客人参观麦当劳，该活动旨在针对瑞典的全体人口，并针对年轻人群选择一些媒体。该运动还针对利益相关者和政治家，分享了麦当劳整合的工作方式，以激励更多的组织和公司跟随。相关性在当前的难民危机期间，瑞典比任何其他欧洲国家都欢迎更多的人均难民。这给社会带来了压力，分裂了一个已经疏远的劳动力市场，使融合成为瑞典人最担心的话题。麦当劳知道如何与招聘和领导合作，以使融合和多样性发挥作用。事实上，这是成功的一部分，来自 100 个国家的员工讲 60 种语言。我们如何将麦当劳从一家以提供快餐而闻名的公司重新定位为一家负责整合来自社会不同部分的人的公司？结果 “为你们的国家服务” 运动通过提供信息 (否则主要是作为统计数据提供)，帮助更广泛的目标受众获取并获得相关信息，帮助提高了人们对瑞典劳动力市场日益两极分化的认识。该倡议强调了拥有一份工作对成为社会的一部分至关重要，以及麦当劳如何通过提供工作和在职培训成为解决方案的一部分。该倡议还帮助确立了麦当劳作为瑞典最大青年雇主的地位，并展示了麦当劳如何在招聘方面开展工作,反馈和领导力，以便将多样性和语言障碍带来的挑战转化为成功 (“麦当劳模式”)。该运动的一个关键目标是激励更多的公司接受我们的方式，领导和教育年轻人建立一个更加一体化的工作场所。在竞选后的辩论中，很明显麦当劳是班上最好的。一直到议会，我们的声音在关于雇主如何与融合合作的辩论中被听到。这也为未来建立了关系。数字结果: 赢得媒体: + 4，500万在 reach 社交媒体: + 1000万在 reach (瑞典有 1000万居民) 麦当劳的申请人: + 40% 18 岁以下的申请人: + 320% 5月22日-2017年7月31日与同期相比，2016 认为麦当劳是一个好雇主:+ 29% 对麦当劳作为一个道德和负责任的公司的认知: + 33% 品牌偏好: + 27% 来源: 2017年7月热 (麦当劳跟踪) 执行该活动包括媒体推广，公共事务，数字，一些，总是在和有影响力的营销和所有部分导致了活动网站 gordonken。在这里游客可以了解麦当劳以及来自不同生活道路的人们作为一个团队一起工作的优势。你也可以立即在网站上申请工作。为了增加内心的自豪感，所有参加活动的人 (除了客人) 都是真正的麦当劳员工。“服务你的国家” 活动于 2017年5月22日上线: • 媒体: 关于麦当劳角色的国家和地方意见，由麦当劳加盟商签署。O 全国媒体: 在 gordonken.se 发布数字报告 “我们已经相当多样化了 -- 一份关于凝聚力、就业和融合的鼓舞人心的报告” 的新闻稿O 当地媒体: 麦当劳员工的成功案例。•公共事务: 议会中有 25 名政治家参加的圆桌会议。凸轮PaignDescription 2017 春天，一场关于在瑞典重新实行强制性兵役的全国性辩论爆发了。从历史上看，这是一个团结来自不同生活道路的女性和男性作为一个团队一起工作的机会。我们决定通过复制瑞典武装部队内部调查来测试你在麦当劳工作和参加强制性兵役之间的相似之处。结果表明，自律、责任和合作能力在程度上几乎相同。它还表明，员工将工作场所的多样性视为一种主要优势。当瑞典武装部队发出我们发出的第一张征兵卡片时，我们在报告中公布了调查结果 “我们已经相当多样化-一份关于凝聚力的鼓舞人心的报告,就业和整合”。

为你的国家服务

案例简介：Synopsis According to a recent national survey, the social challenges Swedes are most worried about are segregation and youth unemployment. In Sweden, McDonald’s is the biggest private youth employer. And the employees enjoy very good working conditions with pension, insurance and paid vacation. And more, working at McDonald’s is a way to integrate immigrants into the Swedish society, by providing jobs and on-the-job-training. The brief was to show that McDonald’s is more than a fast food company showing how McDonald’s work with recruitment, feedback and leadership in order to turn challenges with diversity and language barriers into a success. The objective was to increase brand preference and trust for McDonald’s as a responsible employer and get more young people to apply for jobs, as well as raising the internal pride amongst the employees. Strategy We used the following strategy to ensure reaching our objective: 1. Reason to speak: The launch of the report “We’re already pretty diverse – an inspirational report on cohesion, jobs and integration” at gordonken.se, timed with when the Swedish Armed Forces sent out first draft cards. 2. Earn trust: Start a debate trough national and local opinion pieces, signed by the McDonald’s franchisees. 3. Build credibility: Local and national PR how McDonald’s contribute to the Swedish society by proving jobs and on-the-job-training. 4. Influence: Create a dialogue with politicians. Using the 210 restaurants as a channel for engaging the 430 000 guests visiting McDonald’s every day, the campaign aimed to target the whole population of Sweden, with some choice of media targeting a younger demographics. The campaign also targeted stakeholders and politicians and shared McDonald’s way of working with integration, in order to inspire more organizations and companies to follow. Relevancy During the current refugee crisis, Sweden has welcomed more refugees per capita than any other European country. This has put a strain on society, dividing an already alienated labor market and making integration the topic that worries Swedes the most. McDonald’s know how to work with recruitment and leadership in order to make integration and diversity work. In fact, it’s a part of the success, with employees from 100 nationalities speaking 60 languages. How could we reposition McDonald’s from a company known for serving fast food to being a company taking responsibility in integrating people from different parts of society? Outcome The “Serve Your Country” campaign helped raise awareness of the growing polarization on the Swedish labor 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 biggest 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. Reaching all the way up to parliament, our voice was heard in the debate regarding how employers can work with integration. This has also built relations for the future. Results in numbers: Earned media: +4,5 million in reach Social media: +10 million in reach (Sweden has 10 million inhabitants) Applicants to McDonald’s: +40% Applicants under 18 years old: +320% May 22-July 31 2017 compared to the same period 2016 Perception of McDonald’s as a good employer: +29% Perception of McDonald’s as an ethical and responsible company: +33% Brand preference: +27% Source: HOT from May to July 2017 (McDonald’s tracking) Execution The campaign encompassed media outreach, public affairs, digital, SoMe, always on and influencer marketing and all parts led to the campaign site gordonken.se where visitors could learn about McDonald’s and the advantages with people from different paths of life working together as a team. You could also apply for a job instantly on the site. In order to increase the internal pride, all the participants in the campaign (except the guests) were true McDonald’s employees. The campaign Serving your Country” went live on May 22 2017: • Media: National and local opinion pieces on McDonald’s role, signed by McDonald’s franchisees. o National-wide media: Press release with launch of the digital report “We’re already pretty diverse – an inspirational report on cohesion, jobs and integration” at gordonken.se. o Local media: Success stories with employees at McDonald’s. • Public Affairs: A round table in Parliament with 25 politicians. CampaignDescription During spring 2017 a nation-wide debate rose regarding the decision to reintroduce mandatory military service in Sweden. Historically an opportunity to unite women and men from different paths of life working together as a team. We decided to test the similarities between what you learn by working at McDonald’s and by participating in the mandatory military service by copying the Swedish Armed Forces internal survey. The results showed that self-discipline, responsibility and ability to cooperate are almost identical in extent. It also showed that the employees see the diversity of their workplace as a major strength. When the Swedish armed forces sent out first draft cards we sent out we published the result from the survey in the report “We’re already pretty diverse – an inspirational report on cohesion, jobs and integration”.