Mars
Journeys
Mars needed a campaign which brought to life their Employee Value Proposition (EVP) 'Your tomorrow starts today'.
The campaign needed to address two key objectives. Firstly we needed to raise awareness of the EVP to a global audience and guide people to apply, and secondly to encourage advocacy amongst Associates and them to spread the word.
Our solution was 'Mars Journeys', an all singing, all dancing campaign bringing authentic Associate stories to life.
Client : Mars
Agency : Symphony Talent
Role : Creative Direction / Strategy / UX
To address the first objective we created a time-capsule microsite that allows audiences to explore the key milestones in Associates’s individual careers. By leveraging these stories we were able to show that the EVP underpins the Associates experiences.
Visit site
The second part of the microsite 'Where could Mars take you' gives external audiences a personalised experience and allows them to discover all the business functions to see what their own Mars career could look like.
To launch the site to an external audience, we created a bold, energetic 'thumb stopping' film which was brought to life through multiple social channels. The film was designed to reflect the parallax motion of the website, and give a glimpse of what to expect.
To address our second objective of encouraging Associate advocacy, we needed to create something which cut through the noise of the usual comms, and give the Associates something unique to them which they would be more than happy to share on their personal social channels. Helping to spread the message further. Our solution was a personalised video creator which brought their personal career journey to life. We launched the campaign and video creator to all Associates with an internal film.
Through the film, Associates were directed to the personalised video creator. We wanted the experience of creating the video, to be just as fun as the video itself, so rather than just filling in a form, we created a step by step microsite.
Using a combination of multiple choice questions.
Freeflow
text input.
And the chance to upload your own pictures.
The resulting video was as impressive as
the experience.
The whole campaign was supported through a social and digital campaign on channels like Instagram, Facebook
and Connected TV!
