McDonald’s believes in young people in Romania and their professionalism, which is why it continues to communicate based on the employer branding platform launched last year, also together with the creative agency DDB Romania. This time, however, the “People with Experiences” campaign emphasizes key words such as: skill, perseverance, attention to detail, dedication, teamwork, calmness, creativity, patience.
Young people feel enormous pressure when they have to enter the labor market, not having the professional experience to give them legitimacy. A pressure that does not only have as its source the expectations of the employers, but also those set by them themselves. McDonald’s wants to help them through the campaign to remove this double pressure.
“We believe that the legitimacy of a young person without professional experience comes from personal traits and accumulated life experiences. For example, discipline at work is a characteristic that you can acquire from passions, such as sports, and the ability to work in a team, from projects done at school or college. Investing in young people with confidence, we give them a platform to rise to their own professional expectations. We do this every day in the teams in these restaurants or through dedicated programs, and the new campaign is meant to once again bring to light this promise we make to the young generation”, he declared Irina AngelescuMarketing Director Premier Restaurants Romania (McDonald’s).
Moreover, if last year the collaboration with artists was a premiere for McDonald’s, alongside Bruja, in 2023 the company turned to Rares to compose the soundtrack talks about the need for experiences, not experience, when it comes to getting a job.
“In a world that seems to operate more and more on the basis of notifications, updates, certifications and anecdotal evidence of success, creating enormous pressure in the process especially for those at the beginning of the journey, we thought that a discussion about the unique potential of each of us can be a welcome proof of confidence. So, together with McDonald’s and Rareș Mariș, we tried to highlight in the most authentic way possible the creative energy of the young spirit – the strong and constantly fresh breath of small explosions of potential, “said Teodor MineaSenior Art Director DDB Romania.
“McDonald’s remains a love brand for Gen-Z, but a leader knows it can’t take its consumers away for granted. That’s why, in the second year when McDonald’s declares “We believe in young people from Romania”, the communication platform must continue to speak to young people in their language, help them with a real need and be anchored in pop culture. From the data we have related to the fears of young people, together with the brand’s need for recruitment and the communication of values, we arrived at People with experiences”, Georgiana NicaStrategy Planner DDB Romania.
The campaign concept will also be supported in the digital environment through an activation with Rareș Mariș, Cesima and Theo Zeciu, who will be challenged to come one day to McDonald’s as employees. They will demonstrate and support the concept of the campaign, according to which you don’t need to have experience in the field of work to succeed at McDonald’s, you just need to apply your personal skills.
“We chose to demonstrate IRL through these video pills that at McDonald’s you can get hired and do very well if you have skills such as perseverance, creativity and, in general, life experience that is more important than any job experience. That’s how we chose three influencers to build this story with us. Rares is creative, he composes his own music, so he will do great and be on the beat as a barista. Cesima has great dancing talent, so she will juggle the tasks with great skill, and the Crew job will fit her like a glove. And Theo Zeciu, with his skill as a good communicator and people person, will interact with the people in the restaurant from the role of hospitality manager and will offer customers an unforgettable experience.”, Irina Blanšekcopywriter Tribal Worldwide Agency.
The video content will be promoted on the Tik Tok pages of the three influencers.
The campaign is declined on TV, online & social media, OOH and in-store and started on March 12.
The teams that built the campaign are:
Executive Creative Director: Roxana Niță
Senior Art Director: Teodor Minea
Senior Copywriter: Alexandra Jitărel
Strategy Director: Ioana Dobrinescu
Strategy Planner: Georgiana Nica
Account Director: Georgiana Rotaru
Account Manager: Carmen Răduță
Tribal Worldwide Romania:
Managing Partner & Creative Director: Simina Zidaru-Dima
Art Director: Cezar Iliescu
Copywriter: Irina Blanșek
Customer Service Director: Ruxandra Popescu
Digital Account Executive: Adina Cruțu
Senior Account Manager: Gabriela Cioplea
Social Media Director: Luana Roman
Social Media Manager: Emilian Urucu
Marketing Director: Irina Angelescu
Senior Marketing Coordinator: Ioana Bibită
Digital Marketing Manager: Cosmina Ţapliuc
DDB Romania is The Group’s member creative agency. The Group is a leader in the communication industry in Romania and includes agencies specialized in creative services, media, digital, branding, public relations, production, experiential marketing and special events.
Tribal Worldwide Romania is The Group’s member digital creative agency. The Group is a leader in the communication industry in Romania and includes agencies specialized in creative services, media, digital, branding, public relations, production, experiential marketing and special events.
Premier Restaurants Romania operate the restaurants McDonald’s in Romania. McDonald’s is the market leader in quick service restaurants with 96 restaurants in 29 cities, including 50 McDrive restaurants and 53 McCafé cafes. The company has a team of 5,000 employees who offer consumers their favorite products, prepared from quality ingredients.
Premier Restaurants Romania is part of the Premier Capital company, the development partner of McDonald’s restaurants in Estonia, Greece, Latvia, Lithuania, Malta and Romania. Premier Capital plc operates 175 restaurants and employs 9,000 people, serving over 150 million customers annually across 6 markets. Premier Capital plc represents the McDonald’s business of the Hili Ventures Ltd group, present in 10 countries and involved in various logistics, shipping, engineering, oil and gas, technology, property, hospitality and leasing operations and holding partnerships with McDonald’s and Apple .
Source: IQads by www.iqads.ro.
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