GE Power wanted employees to learn more and speak with confidence about digital - not just the digitalisation of their own business, but also their digital products and solutions. They also wanted to avoid a "push" strategy of mandatory training.
So we created Digifit, an employee engagement campaign which taps into the innate human desire for self-improvement. Inspired by lifestyle fitness brands, the campaign centres around a gamified digital hub of both curated and created content including a series of videos, articles and graphics. It was launched with a tease campaign, featuring a powerful and innovative film that helped position the challenge and motivate involvement.
Digifit was a huge success, achieving over double the usual engagement rates, setting the precedent for employee campaigns and picking up a string of major awards.