2013 Winners & Shortlists

MOTIVATION CAMPAIGN

BrandFP7 CAIRO
Product/ServiceINTERNAL CAMPAIGN
EntrantFP7 / CAI, EGYPT
CategoryCORPORATE IMAGE & INFORMATION
Entrant Company FP7 / CAI, EGYPT
Advertising Agency FP7 / CAI, EGYPT

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 &in clarity, &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 &active role in changing &transforming the workplace into a fun &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. Started with digital, followed up by poster campaign, placed across all corridors, and supported by random timed broadcasts (internal radio) directed to FP7 Cairo staff to get their stuff ready for flying to their dream destinations, as the award for the winning proposal was a fully paid trip to your dream destination.

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

Name Role
Sahar El Zoghby Managing Director
Lina Fateen General Manager
Abdelsalam Abdelsalam Executive Creative Director
Ahmed Hafez Creative Director
Ali Nasser Copywriter
Yomna El Eseily Copywriter
Emma Benany Graphic Designer
Mariam Ibrahim Graphic Designer