Brand | FP7 CAIRO |
Product/Service | INTERNAL CAMPAIGN |
Entrant | FP7 / CAI, EGYPT |
Category | DIRECT RESPONSE DIGITAL MEDIA |
Entrant Company
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FP7 / CAI, EGYPT
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Advertising Agency
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FP7 / CAI, EGYPT
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The Brief
Employee morale was down,due to several factors,some of which external; the ongoing revolution with its aftermath,demonstrations, increasing crime rate,increasing poverty,overall confusion and in clarity, and so forth. On the internal level,they were faced with no salary increases, no bonus, devastating workload. It was a general case of low morale.Totally not matching the required psychology of an advertising person,who should be relaxed,&in a fun mode to be able to produce great work.The Management’s objective was to inject positivity in the workplace,enhance sense of belonging, encourage participation and active role in changing and transforming the workplace into a fun and productive environment.
Creative Execution
A campaign for the staff, by the staff, and the results of which are solely for the benefit of the staff. Creative messaging was tailor made building on insights from within their working lives. Campaign touchpoints kept campaign top of mind, creating ongoing excitement.
Describe the creative solution to the brief/objective.
Management launched a campaign targeted at the entire staff, inviting them to participate in transforming the workplace. Announced via emailer, newsletter, and FP7 Buzz facebook page. Supported on the ground through a poster campaign, and internal radio communication. Employees were invited to provide proposals in whichever format, and to work as groups or individuals. Proposals were to be judged on cost efficiency, innovation, and reach. The objective was not to maximize number of participants, it was to maximize the amount of good ideas that can really be implemented, create excitement, enhance sense of responsibility and belonging, induce positive attitude.
Results
10 proposals, 30+ participants. One action plan drafted. New programs and initiatives that benefited all staff, had a huge impact on morale and enhanced sense of belonging.
Examples
FP7 Edge internal trainings by staff for the staff fostering shared learning
FP7 Connect fully activated our social media pages, and launched new ones
FP7 Challenge internal tournaments, starting with treasure hunts, to having a ping pong + air hockey table, and having staff tournaments
FP7 Fun holding bi monthly events, themed and activated differently, held in our newly developed Patio. Main event held in a beach resort, themed around team building
Credits
Sahar El Zoghby |
FP7 / CAI |
Managing Director |
Lina Fateen |
FP7 / CAI |
General Manager |
Abdelsalam Abdelsalam |
FP7 / CAI |
Executive Creative Director |
Ahmed Hafez |
FP7 / CAI |
Creative Director |
Ali Nasser |
FP7 / CAI |
Copywriter |
Yomna El Eseily |
FP7 / CAI |
Copywriter |
Emma Benany |
FP7 / CAI |
Graphic Designer |
Mariam Ibrahim |
FP7 / CAI |
Graphic Designer |