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Employee Communications Campaign of the Year


Silver
Campaign Title

Internal Communications for the Acquisition of Nokia Mobile Devices and Services Business in China
Client

Microsoft
Agency

N/A

Following the announcement of Microsoft’s USD 7.17 billion acquisition of Nokia’s mobile devices and services business, the newly merged company faced the challenge of communicating with over 25,000 recently-added employees around the world, including over 10,000 employees in China.
A three phase communication campaign was launched and each phase took employees through a transitional process of “Awareness, transformation, confidence.”
The first, spanning two months from April, kicked off with a celebration event and continued timely and transparent information sharing to raise pride and awareness of the merger’s milestone.

The second phase extended for roughly three months from July to September, and particularly targeted departing employees. The HR department developed transparent communications to successfully minimize the impact caused by employee demonstrations and negatively-toned media reports.

The third phase began in October 2014 and ran through the end of the year, culminating in Microsoft Day. During this phase, we focused on rebuilding employee confidence in a new career at Microsoft.

The Day One celebration brought together over 13,000 employee participants and over 18,000 engagements through 45 online and offline activities.

The “We Are Leaving” campaign generated over 64,000 impressions with only 300 photos. The #LumiaSelfieShow engaged all Microsoft employees in Beijing across all four sites.
 

Bronze
Campaign Title

Evolving at Viacom18
Client

Viacom18 Media Pvt. Ltd.
Agency

N/A

Viacom18 is a house of iconic brands in India, which people are proud to work with. But employees at Viacom18 had begun to restrict themselves in the silos of their business units. The mandate was to build brand Viacom18 for the external audience and make the promise of ONEViacom18 come alive within the company as well.

An annual internal survey was instituted to garner no-holds-barred employee feedback. Critical problems were identified and teams were built to drive change. Finally, change was communicated to prove to employees that they were being heard.

As a result, 30 noteworthy brand integrations were witnessed in the past year across brands. Popular Nick toons, Motu-Patlu recently danced in an episode of Jhalak Dikhlaa Jaa on COLORS, and the recent Viacom18 Motion Pictures release Rahasya co-promoted the new COLORS show: Code Red. Such was the strength drawn from the highly revered brands, that integration is now a measurable part of every employee’s KRAs with a considerable weight in their annual scorecards. In fact, a Synergy Award has also been instituted – the winner for which, this year, was Nickelodeon.

Out of 711 employees about 93 per cent took the survey. For the new health and well-being initiative, a record 90 per cent of Viacom18’s employees took part. Regarding governance, 23 cases have been logged since the Whistleblower campaign was launched. For internal career opportunities, 10 applications were accepted under internal career opportunities and eight high performers were shuffled across business units in just a month.
 

Bronze
Campaign Title

Notable Women
Client

ANZ
Agency

N/A

The modern leader in a social world is a visible leader, using an expanding range of platforms to communicate and engage with stakeholders. This was recognized by ANZ CEO Mike Smith, who in 2013 returned from Silicon Valley declaring ANZ needed to be a social bank.

The problem was ANZ was a silent bank. Female leaders in particular were reluctant to engage externally and some even discouraged others from being visible. ANZ needed its female leaders to become visible and expert communicators, participate in traditional and social media, deliver on its vision to be the best-connected bank and act as role models.

Many ANZ female leaders were reluctant to be visible for a wide variety of reasons, some shared but others are unique to the individual. Shifting this mindset was a challenge.

Research showed customers look for news and commentary from banks that can help them build businesses and increase wealth. They wanted to hear from female ANZ experts. Staff surveys constantly called for ANZ leaders to speak more often and questioned why they should be on social media if their leaders were not

The Notable Women program was created to train female ANZ leaders as experts and content creators. The program aimed to address fears head on, encourage a strong social media presence and build relationships with stakeholders who would support ANZ in a crisis.

ANZ’s social media team of three supplemented resources with contract staff ($30,000). Other costs included professional photos ($15,000), events and networking sessions ($15,000) and media training ($65,000). A participant survey showed the initiative successfully engage employees.