Cannes Lions

BUSINESS TO EMPLOYEE COMMUNICATION

digital@jwt, Milan / TELECOM ITALIA / 2003

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sONo Online is a digital activity to boost awareness and knowledge on the offline internal training activities. In the last years TelecomItalia underwent property and management changes, therefore was needed an internal training and communication to communicate the new corporate values and make the company more competitive.sONo Online is a series of richmails announcing events and initiatives, to better inform employees, boost participation, and make sure they get the right perception on the planned activities. Forums, contests and games increase the participation level and the user comprehension.Flash technology offers multimedia capabilities making the message appealing, interesting and relevant for final users.Direct Emailing maximise exposition to messages, can be monitored to control user behaviour.The choice of a cartoon style allows to portrait employees and management without causing negative recognition or envy towards the characters, optimising the content comprehension using an info-tainment creative strategy.A series of 6 richmails reached every time 56.000 employees, with average 50% redemption within few hours from sending, the unexpected success of some issues, like “Facce da Eroi” stimulating participation to the forum managed by Head of Division himself, delayed the planned activities to exploit at its best the driver to the tool.

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