MUSE Platinum

2022

Smart Connect Employee App Launch

Entrant Company

Something Big

Category

Branded Content - Content / Promotion

Client's Name

DHL

Country / Region

United Kingdom

PROBLEM


How do you grab the attention of hundreds of thousands of employees, across borders, language barriers and with wildly different roles?


This was the problem faced by DHL when launching its new ‘Smart Connect’ employee app. This platform connects employees across regions providing news, info and communication options, but as DHL had learned with its previous app (which over its 3-year lifetime saw only 45k users), promotion would need to play a significant role in making it a success.





OBJECTIVES


To consider the launch a success, DHL needed to: Exceed previous app downloads, Reach DHL employees across all regions and job roles.





STRATEGY


With over 20 years’ experience in creative communications and a proven track record working with DHL, Something Big was well-placed to produce an engaging, on-brand solution. DHL has a strong yellow and red brand, which was used in all existing internal communications. To make this campaign stand out, Something Big needed to step away from the norm. The new comms would need to be vibrant, engaging and beautiful, drawing the viewer in regardless of role or cultural background, inviting them to learn more. It needed to be accessible and language engaging.





IMPLEMENTATION


Something Big produced bespoke materials around the concept of the phone being a doorway or portal to ‘the world of DHL’, with bright, dynamic depictions of employees interacting with messages and pages that leapt out of the phone, larger than life.


Five illustrations were created, each on-brand and showing different aspects of the app. Animations were then created for each of the illustrations and broadcast as slides on DHL’s employee TVs with taglines such as ‘Stay Informed’ and ‘Start Chatting’. Ultimately, these were combined into a long-form animation that could be presented with region-specific audio for broad distribution.


Something Big also produced posters with links and QR codes, featuring the taglines ‘A portal to possibility’ and ‘Download, dive in, explore!’.





RESULT


The project was a success and objectives met: Over 67,000 downloads by May-2022 alone, Creative supplied to the 220 countries that DHL operates within.

Credits

Account Director, Something Big
Colleen Brockway
Production Manager, Something Big
Emily Daysh
Senior Content Manager, Something Big
Jen Kelly
Account Director, Something Big
Katie Klingenfus
Senior Project Manager, Something Big
Rosie Kingston
Creative Strategist, Something Big
Sam Hennig
Box Animation Studio
Box Animation Studio
Creative, Something Big
Adam Digby
Creative, Something Big
Nikki James
Creative, Something Big
Natalie Cox
Content Manager, Something Big
Frankie New
Creative, Something Big
Isaac Garcia
Digital Project Manager, Something Big
Andrea Wellbelove
Creative Services Director, Something Big
Sarah Neale
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