Case Studies
Makro
Q12 Employee Engagement Survey
Having successfully launched the Gallup Q12 Employee Engagement Survey in 2008, Makro asked us to come up with a re-launch campaign for the 2009 survey. Our objectives were to re-ignite interest in the survey and differentiate the new campaign from the internal communications messages that related to the 08 campaign. Specifically to increase the response rate to the survey itself from 96%.
Building upon the Have Your Say theme of the 08 campaign, we created a new logo and message – Make A Difference and changed the key colour scheme of the whole campaign from the corporate yellow and blue to fuchsia which ensured stand out in store. The message was communicated via guerrilla style marketing using stickers and posters in unexpected places throughout the staff areas of stores and head office. We created a full Managers Guide which was aimed to help Managers ensure the campaign was displayed correctly in each store and also how to encourage and motivate their staff to take part. On survey day each store had a Q12 room that was fully branded for staff to use to complete their questionnaires (which were all paper based with the exception of head office).
The response rates were phenomenal, participation was increased and the new colour and theme re-energised the Q12 product to all staff. The look and feel was carried through to the secondary results campaign – which was moved forward to include illustrations in order to yet again stand out from the previous campaign. The theme is being fed through all internal comms activity and a strong employee communications brand has been established.
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