2020/2021 Winners & Shortlists

Background

Unfriendly work-spaces that don’t consider employees wellness, which in return affects their productivity and performance. Mountain View the real estate developer, established a partnership with the global Delivering Happiness and CallisonRTKL, started reaping the benefits of their new headquarters built around the 4 pillars of happiness, they are now launching their 1st commercial project “Heartwork” Introducing the concept of a happy work culture that would solve this problem, by making the employees feel that they are the center of attention, which consequently improves their performance, leads to happier customers, and drives more benefits to the business. Familiarizing people with the happy work culture, without being mocked, getting them to start an online conversation, that led them into one conclusion, that they deserve a happy work place, the one that we offer at Heartwork

Describe the strategy

Introducing Heartwork, with its happiness at work proposition into the Egyptian society is a very challenging task, and could lead to unsatisfying results, doing it spontaneously would have its impact on the message reception, getting people to start a conversation themselves was our way into a viral talk of town. Because Heartwork's target audience is quite diverse; ranging from entrepreneurs out-setting their own start-ups, medium sized businesses, and well established big organizations. We had to carefully choose our platform and communicate content. Living in an era in which people strongly trust public figures, we chose our platform to be Influencer Marketing and our choice of Marwan Younis as our spokesperson, who’d endorse our brand and support us in introducing the new culture, is based on the fact of him positioning himself as a lifestyle influencer , who drives attention to social problems and how they should be handled.

Describe the execution

First, we wanted to start the conversation by Mountain View, being the embodied happy work-space. Marwan pranked Mountain View’s call center, by calling them while on air, this call was also published on the radio's Social Media platforms. We then took this forward, by inviting him to visit the headquarters. His visit was covered live through stories on his platform, millions of people started expressing their interest in being part of a similar work space.So, he ended his visit, by communicating the new project by Mountain View “Heartwork”, which came as the answer to all those people's dreams. Another coverage of the visit, came in the form of a video published on both Mountain View’s and Heartwork’s online platforms including Facebook, Instagram and YouTube, achieving an unprecedented viral reach.

List the results

On the day of Marwan’s visit to Mountain View’s headquarters, our social media platforms, have received 12,500 new visitors. Of these visitors, 3,100 people registered their interest to become part of Heartwork community and started following our social content. The video has achieved an overall reach of 4 million people, with 18,000 people sharing this content and creating stories around it. Despite aggressive competition in New Cairo, a wait-list of clients has built up after Phase 1 of Heartwork sold out. Our branded and then unbranded comic content viralled, and as planned carrying the experience of our offices to the audience made it all more tangible.