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Industry Case Studies
Objective: To launch a memorable continuity program that would introduce the company’s management team and help kick off the 25th anniversary year.
Strategy & Execution: Essex Insurance Company enjoys a unique relationship with its agents in the field, one built on mutual respect and on the ability to keep things lively and fun. That culture made this delightfully creative campaign possible. Throughout 2005, agents received bobblehead characters depicting the Essex management team. The campaign continued with a contest that asked the question, “Where in the world have your bobbleheads been lately?” Agents submitted photographs of the bobbleheads posed in various locations and situations. The contest culminated in a full-color, custom calendar for 2006 showcasing the twelve best photographs. Finally, in December of 2006, agents received a custom deck of playing cards featuring the thirteen management team bobblehead characters.
Results: The campaign has generated considerable familiarity and unity between the management team and the agent base. Virtually every agent now recognizes members of the management team on sight, creating invaluable corporate camaraderie.
Objective: To increase industrial safety awareness and to improve overall safety performance.
Strategy & Execution: With the creation of the “Road 2 Zero” campaign, Ciba Specialty Chemical challenged its plant managers to reach one-million man hours worked with zero hours lost time due to on-the-job injury. The “Road 2 Zero” brand was posted throughout the plant on kiosks and billboards and with special banners and flags. At a kick-off fish-fry, each employee received a “Road 2 Zero” baseball cap with a tire-tread bill. A safety task force comprised of the different department managers held a series of safety seminars with each task force member wearing a bright read, “Road 2 Zero” T-shirt. Employees attending the seminars were rewarded with a variety of promotional items that increased in value depending on the type of seminar and the number of seminars attended. Carabineer flashlights, soft-sided lunch coolers and multi-function tools led to high attendance numbers. In addition, safety task force leaders were awarded premium items such as laser-engraved fleece jackets based on the attendance of employees from their product line. When the plant announced, on the one-year anniversary of the program and the achievement of the “zero” goal, every employee received a 13-quart Rubbermaid Cooler presented at a celebratory steak dinner.
Results: Not only did the plant achieve its primary “zero lost hours” goal, Ciba has enjoyed residual decreased injuries due to heightened safety awareness. On-site accidents have dropped 59 percent since the launch of the program.
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