SNAPLICATIONS

Bronze Spike

Case Film

Presentation Image

TitleSNAPLICATIONS
ClientMCDONALD'S AUSTRALIA
Product/ServiceHR / EMPLOYMENT
CategoryC05. Co-Creation & User Generated Content
EntrantVML Sydney, AUSTRALIA
Idea Creation VML Sydney, AUSTRALIA
Media Placement OMD SYDNEY, AUSTRALIA
PR ELEVEN Sydney, AUSTRALIA
Production VML Sydney, AUSTRALIA

The Campaign

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.

Creative 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.

Results

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

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.

Credits

Name Company Position
Aden Hepburn VML Sydney Executive Creative Director
Matt Geersen VML Sydney Creative Director
David DiVeroli VML Sydney Strategy Director
Louise Peacock VML Sydney Senior Strategist
Simon Kawaguchi VML Sydney Senior Account Director
Ellyn Dupuis VML Sydney Senior Account Manager
Christian Love VML Sydney Social Strategist
John Gault VML Sydney Copywriter
John Reyes VML Sydney Designer
Pippa Haines VML Sydney Designer
Joseph Harper VML Sydney Motion Designer
Alex Lambert VML Sydney Producer
Links
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