<< Back to Winners

Employee Communications Campaign of the Year


Gold
Campaign Title

Big Belly - Feasting on Ideas that Innovate
Client

Viacom18 Media
Agency

Rickshaw Communique Services

Viacom18 is India’s largest and fastest growing entertainment network with diverse brands like MTV, Nickelodeon, Colors and Vh1 in its roster. On paper, Viacom18 was one brand made of many cult brands but in reality, we were like a dysfunctional family operating in silos. We created Big Belly, a social innovation platform based on crowd-sourcing. The secret to our brainwave lay in not just informing employees about the new platform, their own reinvented intranet, but helping them build an early emotional connection where they would be excited about the possibilities it would offer. Big Belly used digital polling, interactive emails, goodies and physical campaigning and threw challenges that the employees socialised to create solutions for. From giving them almonds to 'think', to transforming the office space with comfortable beanbags where they could ideate in peace to lauding the winners in the quarterly town hall. Silos shattered and within six months, were sharing more than awkward hellos. Big Belly created conversations and ideas that finally raised the company’s profile and now it has become so big, that we plan to open it to the external world.

 

Gold
Campaign Title

A lifetime of happiness
Client

General Electric India
Agency

Genesis Burson-Marsteller

GE wanted to do something bigger and more long-term for its employees – something that would literally translate into a lifetime of happiness for them. Employee benefits such as insurance cover and healthcare services would not continue when the employee’s career with GE reached an end. After much deliberation, GE zeroed in on a retirement investment plan, NPS (National Pension System) for its employees, which would help maintain an uncompromised lifestyle beyond their career lifecycles. The proposal came with challenges like asking employees to put away additional savings into NPS while already investing in the mandatory Provident Fund (PF) scheme. Though employees can withdraw PF when they change their jobs, they can’t do the same with investments under NPS, which can only withdrawn at the time of retirement, ensuring greater accumulated returns. In order to articulate the benefits of enrolling for NPS with a modest target of 10% employees to sign-up, GE devised a communications plan that inspired employees to save for their post-retirement life and have access to additional, accumulated wealth to continue fulfilling their dreams and maintain their lifestyle. GE achieved twice the targeted sign-ups and average age of employees who signed-up was approximately 35 years.

Bronze
Campaign Title

Internal Communication during the Launch of the Mercedes-Benz Tmall Flagship Store
Client

Mercedes-Benz (China)
Agency

BlueDigital

Mercedes-Benz opened its own the Tmall Flagship Store on 8 October 2015. In order to first win Mercedes-Benz employees’ recognition and support, we built an exhibition zone for the Flagship Store to present the online, virtual Tmall e-commerce platform with offline, real-world scenarios in terms of products, marketing methods and processes, letting this virtual platform become tangible. In the meantime, we effectively communicated information about the opening of the Flagship Store by interesting and interactive means of e-commerce marketing (e.g. money in virtual red envelopes and HTML5 games), letting Mercedes-Benz employees gain a comprehensive understanding of the Flagship Store in terms of products/services, operating modes and marketing methods within about one week. These communication forms and methods were interesting, interactive and different from the traditional way of internal communication in Mercedes-Benz. As a result, the Flagship Store saw the number of followers reach nearly 9,000 within the first week after it was opened, covering 90% of local Mercedes-Benz employees. Also, these events made the business units become interested in the Flagship Store, as they actively offered to work with it. In the subsequent three months, eight consecutive sec-kill sale events were successfully held and covered about five million consumers.