Based on the deep consumer analysis the reason behind the declining tendency of the potential applicants is the negative perception in consumer mind that McD, as a multinational company try to exploit their employees.

We had to change the consumers’ approach in terms of McDonald’s jobs and show them the positive side of being part of it by making them aware of the benefits of working in McD like part time job opportunity, perks, good team and give an insight about the daily routine.

The idea was to demonstrate that McDonald's is an attractive workplace for youth an inspiring way. We had to found some credible people who transmit this message, convince and activate consumers.

Among Hungarian radio channels, MusicFM is strongly connected to generation Z, thanks to music selection and famous program hosts. The morning show is the most popular programme slot during the day.

The studio moved on one of the central McDonald’s temporarily and the hosts called listeners to take part on a stuff-seeking morning! Live job interviews were led by the radio hosts!

We placed some additional actions to prove that McD is a good place to work:

• During the teaser communication the radio selected some listeners to have some personal fun on D-day together. The program hosts took winners into the kitchen to make their own burgers.

• Famous hosts behaved like waiters and served own made dishes (by McD ingredients) to surprised couples.

• First 100 arriving listeners got free sandwiches!

Everything was broadcasted live on MusicFM and even an employee engaged his girlfriend in the kitchen that day!

Results speak for themselves:

- from business perspective: 85% more applicants in the comm. period thanks to the idea /special cooperation/ vs before the campaign

- from programmers view: 51% more visitors on the event compared to other MusicFM events thanks for the interesting content idea

One of the best proofs of our work is the consumers’ satisfaction (source: FB comment):

„Nagyon szépen köszönjük a lehetoséget. Nagyszeru élmény volt mind a kettonknek!!!” =

Thank you very much for this opportunity! It was a fantastic experience for both of us!