British Petroleum - Internal communications using the Magic Can
What problem or opportunity did the client address?
British Petroleum, the world's sixth largest oil company, was looking for an innovative way to effectively communicate and engage their employees when implementing a new Knowledge Management and Sharing tool. The aim was to increase employee engagement and support the effective dissemination of key information within the company.
The proposed strategy and creative concept
British Petroleum ordered 3,000 of this haptic promotional item - specially designed in the shape and design of an oil drum, evoking the company's brand and industry on the outside. Inside the packaging, a step-by-step troubleshooting process was described to motivate employees to actively engage and better understand the new tool.
- Design: matte finish with metallic effect to increase visual appeal.
- Functionality: Magnetic closure and unique folding mechanism to spark curiosity and interaction.
- Communication.
Campaign benefits
- Increased employee engagement: a Gallup (2013) study shows that companies with high employee engagement achieve 147% higher profitability than their competitors. The Magic Can as an internal communication tool promotes this engagement due to its interactive and haptic nature.
- Effective engagement: the haptic can, with its unique design and tactile experience, significantly increases employee attention and interest in the information being communicated.
- Flexibility of use: the company has used this item not only for training and internal communication, but also for building company culture, sharing visions and invitations to company events.
Support for the effects of haptic advertising from other research
- Increased memorability: research shows that haptic (touch) elements in advertising increase the memorability of messages by up to 70% compared to purely visual formats.
- Emotional engagement: Haptic interactions evoke positive emotions and increase brand trust, leading to better intrinsic employee motivation.
- Higher interaction rates: according to a Nielsen study, ads with haptic elements enjoy up to 50% higher user engagement rates.
The Magic Can is patented by Magic Concept and is an innovative and effective internal communication tool that has helped British Petroleum increase employee engagement in the implementation of a new knowledge management tool. With its unique design and haptic experience, it has encouraged better employee recall and positive emotional responses, as confirmed by independent research on the effects of haptic advertising.
Sources:
State of the Global Workplace Research Report, Published by Gallup, Inc. online link: nicolascordier.blog/wp-content/uploads/2014/04/gallup-worldwide-report-on-engagement-2013.pdf
Nielsen's brainwave for advertisers, Sayantani Kar, Ed. Business Standard, 2014. Online link: www.business-standard.com/article/management/nielsen-s-brainwave-for-advertisers-114112300723_1.html