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BEYOND
THE
ASCII ART

Braskem Environment Research
Campaign Endomarketing, Digital, Print, Video

BEYOND THE ASCII ART

Braskem Environment Research Campaign
Endomarketing, Digital, Print, Video

SCENARIO

Due to employees low adhesion to previous years environment researches, Braskem invited us to participate in a very clearly briefed project, as well as challenging! We needed a campaign that enabled us to engage 7 thousand employees spread out in different parts of the world, thus increasing the number of participants in the research’s next edition (this type of action is used by big companies and organizations with the aim of receiving feedback from their employees to make structural or attitudinal improvements. It was a great gesture from the company but, as employees attendance was not mandatory, abstention was high. It was our job to come up with a solution for this problem.

CHALLENGE

Our strategy was to work with personalization in an intimate tone, impacting employees through various contact points and prompting them to incentivize peer participation. What is the best way to make that happen? By using the very employees as the main characters of this campaign! We developed an AsciiArt system that generated an image made of words by using employees’ pictures taken from the company’s badges and registers. We generated a personalized e-mail marketing to each member, inviting them to participate in the research. Now imagine receiving an e-mail from your company, with your image in AsciiArt, inviting you to take part in this action?

RESULTS

Through this straight forward and inexpensive action, we reached a tremendous success. Not even cultural differences or distance from other countries represented an issue. With the support of a hotsite, a video explaining the importance of the research, besides e-mails marketing, arts for electronic displays, posters, all of them customized, we had a record of attendance in all the years of environment research: 87% of employees attendance in that year. (The company’s highest expectation was 75% of attendance). Mission accomplished :)

Client

Braskem

CREATIVE DIRECTION

Fabio Divac

ART DIRECTION

Fabio Divac

COPYWRITING

Bruno Ferro

DATE

February 07,2014