Employee product launch
Sanlam’s Retail Mass division approached icandi CQ to create an activation to launch a new product campaign and incentive to 4 000 employees – many who are out in the field and connect mainly via their phones or tablets.
The brief was that the solution needs to appeal to a younger employee audience through an event that allows for two-way engagement and information-sharing.
Radio One Day, a live streaming podcast, hosted by television and radio presenter, ProVerb. Where, through conversation, leaders in the business shared details of the product campaign and incentive. Staff could interact with guests through a WhatsApp line, where they could share comments or ask questions.
The show was streamed via audio and video. But, what made it truly accessible for everyone, was that it was completely data free – meaning it cost staff nothing to tune in if they didn’t have WiFi access.
For staff who couldn’t listen or watch on the day, video and audio recordings were made available to stream or download via the data-free microsite. An online Q&A also unpacked answers to all the questions that were asked during the show.
- Listeners: 17% of targeted staff live streamed the podcast
- Completion rate: 100%
- On demand: 670 staff downloaded, watched or listened to the podcast