Kau Sundaeku

1. Film & Branded Content Kancils [1.3 Film (Social Platforms)]

Links:

Product/Service:

Restaurant crew recruitment

Client:

McDonald's Malaysia

Brief:

McDonald's has a severe personnel problem. The brand had a hiring rate of 70%, and a shocking turnover rate of 85%. Malaysian Gen Zs think working in McDonald's is uncool, preferring to work in hip places like Starbucks or trendy cafes. Malaysian parents perceive McDonald's as a workplace reserved only for high-school leavers whose only talents were flipping burgers and dipping fries. Even if a candidate was interested in the job, the laborious and complicated 30-minute application form is a turn off. Malaysian Gen Zs have an avid love affair with bite-sized content, but there was a clear contrast between their fun swipes and the lack of that dopamine hit in their job search. Imagine: spending hours swiping through hilarious cat videos and memes, only to face a dry-as-toast job search and application experience. Our insight? Linking their penchant for riveting content to the job hunt.

Solution:

Kau Sundaeku - a 9-episode social-led drama series that was really a recruitment call in disguise. Sundaes are a fan- favourite at McDonald's, and we incorporated that into the creative line to ensure maximum relatability. Each episode was less than 1-minute long, bite- sized format that was ideal for Gen Z's content consumption habits. We took a social-first approach, running the series primarily on platforms intuitive to Gen Zs - Instagram and Tik Tok. We focused on one key benefit per episode to maintain a cohesive narrative while delivering valuable information in an engaging manner. At the end of each episode, we included a call-to-action that directed interested candidates to apply by texting us on WhatsApp.

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