Employee Freedom Campaign
Awards won for this campaign:
2016 Assegai Awards – ERM: Employee Relationship Marketing (bronze)
2016 Imbasa Yegolide Fund Challenge – Special Recognition award
2016 IRF Best Practice Industry Awards – Gold Standard Certificate for Excellence in Stakeholder Project
Why was the project needed?
This client believed strongly in the value of their employee proposition and wanted to assist employees to contribute as much as possible towards their retirement. However, saving towards retirement is in essence a very boring topic. They wanted to run a company wide campaign to motivate employees to save more.
The brief
The client requested inSite to package their in-house initiative as a message that would create employee excitement and ultimately change behaviour. This message and branding had to be rolled out via a number of different media, such as emails, posters, projection statements, pull-up banners, workshops, a help desk, SMS, desk drops, a competition, a benefit statement guide and a website portal (inSite was responsible for design and development of this website portal).
The solution
inSite wanted to convey the message that it was within each employee’s power to create a future that they could look forward to.
We played around with a few different concepts at the time, some of which were more adventurous, as can be seen below, but which did not quite work:
The client had a look at a few concepts created by us and after some small tweaks, decided on the following message: Embrace YOUR Financial Freedom.
The final imagery selected to accompany the message was much warmer and more personal, as can be seen below.
Employee workshops were held and the client requested that inSite create a slide deck for these to convey the most salient points of the campaign in easy language, with graphics that invoked energy and excitement in the target audience.
This was a fun and, from the client’s perspective, highly successful project.