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, partly external; ongoing revolution with its aftermath, and partly internal, no salary increases, no bonus, devastating workload. It was a very negative state, where one could do nothing to change or alter. Management wanted to induce positive change, encourage employees to see their tomorrow in the company in a positive light. Needed to transform the whole energy in the workplace, not just temporarily, but across the year. Wanted to give the employees the capacity to create that positive change, to give them the sense of empowerment that they can make that change.

Describe how the promotion developed from concept to implementation

Management launched an internal competition across all staff, announced via emailer, newsletter, and FP7 Buzz facebook page. Supported on the ground through a poster campaign, and internal radio communication. Employees were asked to think of how to transform the workplace. They were invited to provide proposals in whichever format, and to work in whichever format, as groups or individuals. Proposals were to be judged on cost efficiency, innovation, and reach. The Management wanted maximum participation, and good ideas that can really be implemented. The winning proposal gets a fully paid trip to their dream destination, anywhere in the world !

Describe the success of the promotion with both client and consumer including some quantifiable results

Out of 100 employees, Management got 10 proposals from 30+ participants. Two winners. An individual who went on her dream trip. A group who decided to give the benefit back to the staff, and with their trip budget, Agency held an event for all. Action plan was developed, building on ideas from all proposals. Staff morale elevated, they felt empowered, felt part of creating the plan. Plan included the launch of new programs, and initiatives, which created a transformation in work environment and enhanced sense of belonging. It enhanced staff retention and magnet effect with talents outside wanting to join.

Explain why the method of promotion was most relevant to the product or service

In a time where employees, had little to no effect on whatever is happening in their lives, surrounded by negativity and negative events, this competition gave them the chance to step out of the negativity and think of how to transform their work environment into a positive, fun, productive place. They felt empowered, felt they can make a positive change, one that will affect them, and the whole company. It gave them an excitement rush, and enabled them to dream again, of a more positive life, of fun things, of little things that if done can make all the difference.

Credits

Name Company Role
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