| Title | THE DOTSÁI |
| Brand | OMD |
| Product/Service | DOTS BY OMD |
| Category |
A01. Corporate Reputation & Communication |
|
Media Agency
|
OMD SPAIN Madrid, SPAIN
|
|
Entrant Company
|
OMD SPAIN Madrid, SPAIN
|
|
Media Agency 2
|
OMD SPAIN Madrid, SPAIN
|
|
Production Company
|
ESPADAYSANTACRUZ STUDIO Madrid, SPAIN
|
Credits
| Anabel Varela |
OMD |
Head of Strategy/Innovation |
| Martin Redigolo |
OMD |
Senior Strategy/Innovation Planner |
| Victor Sánchez |
OMG |
Head of IT |
The Campaign
Time-tracking software is a critical piece in any company to optimize and be financially more efficient.
To implement and communicate internally the importance of this new software, the brief was to build upon proven marketing & PR trends that show how engaging and fun products ensure user acceptance and influence positively in the long-term when looking for a change in user habits.
We therefore turned the hours inserted by each employee in the software into an interactive, game-like and real-life art piece living in the office.
Inserting hours erroneously put the living creature at risk of becoming extinct.
The Brief
Time tracking software, being a critical piece in both account management and finance, made clear that this new software shouldn’t in any case be perceived as a daily burden but: Making people understand its importance, build a habit through this new task and motivate them in an engaging way to reach 100% of tracked hours in the system.
Secondly, employees should start thinking differently about OMD as company. Rather than perceiving it as a Media agency, they should perceive it as an agency, able to define and build the future of marketing and communication. The part dots by OMD covered.
Execution
Our campaign’s protagonist: The Dotsai. The ever first bonsai tree that only lives thanks to the effort of every single company member powered by Dots by OMD. 1 month of campaign and the bonsai keeps being alive.
Phase “Teaser”: Surprise employees in the cafeteria with interactive tablecloths letting them connect the dots and think of crazy ideas.
Phase “Launch”: Presentation to the company of our protagonist “The Dotsai”, the catalyzer of the TimeReport software.
Phase “Implementation”: Emails to employees asked them to sign up for one of the necessary elements (water, air, nutrients and light) the bonsai needed to stay alive. Thus, every employees had a role and responsibility linked to their TimeReport activity. Only 50% of hours inserted? Then the Bonsai gets only 50% of water.
Phase “Impact”: A Bluetooth beacon installed inside the Dotsai sent employees mobile notifications when passing by to not to forget the bonsai’s needs.
Being an interactive and game-like installation we were able to build with the Dotsái both engagement and sentiment of belonging towards the company while installing a new work habit for almost 300 company members in Madrid and Barcelona.
Within the first month, the amount of hours registered in our TimeReport software increased from 45% to 98% completeness ensuring the life of the living tree and the well-being of the financial director. At today’s date, the average completeness varies between 95-98% being considered an extraordinary success by the management board.
Furthermore, user participation metrics and feedback showed that an innovative solution to both known and recurring problems can be turned into highly added value for each stakeholder going beyond traditional communcation or a pure sales strategy. That was the reason for the management to release an additional budget of 10.000€ to keep researching on disruptive solutions that solve company internal challenges.
The Strategy
To reach our goal, we defined a PR strategy for our company’s stakeholders: building a personal relationship through emotion and group participation with the growth of the company.
This strategy needed to work for both junior and senior stakeholders in all roles and on all levels as well as taking advantage of technology available to everyone while avoiding structural changes of the IT.