We were briefed to create an internal campaign for global healthcare provider, Mölnlycke. The objective of the campaign was to promote their annual engagement/employee survey and get as many people as possible to participate. The survey was first done in 2010 when it was open to 2,000 of 7,000 employees across the globe.
A whopping 90% of the 2,000 employees had previously participated and management expected the same participation rate, however, they were opening the survey to 4,000 employees, so the challenge was on.
The campaign we created was based around the power of partnerships - designed, expressed and written in a highly visual and engaging way.
The basis of the idea was using imaginative (and some playful) famous partnerships to encourage the ultimate partnership between employer and employee. The core idea could be tailored to each region and was supported by different printed and online collateral - from brochures, posters, and give aways, through to wall decals and a teaser email program.
The campaign ran for the four weeks prior to, and then during the survey period in September 2012.
The campaign yielded a response rate of 96%, breaking all records of the survey facilitators, Netsurvey.
Wow, we thought it is some rock concert advertisement going on. I think the posters have done a great work in attracting people to go nearer to have a closer look.