Cannes Lions
FLEISHMANHILLARD, Dallas / LOWE'S / 2017
Overview
Entries
Credits
Description
We discovered something interesting. When employees had a question about their health insurance plans and the benefits and choices on offer, they didn’t ask the HR department. Nor did they talk to their supervisor. Instead they asked one another. This was the key insight that led to our idea. Rather than pasting up more detailed posters on walls or producing complicated leaflets spelling out all the Health Insurance Plan options, we found three plain-speaking, approachable employees who were able to explain the plans to their co-workers in their own language, using typical home improvement items from the store as analogies. Simple? Yes. Effective? Absolutely.
Execution
At the core of the internal communications campaign were the three videos featuring Lowe's employees explaining health plan choices in ways they knew best. Ed from Gardening Department used flowers to compare insurance plans that were like annuals, to those that were more like perennials. David from Lawn Care used riding mowers versus push mowers to show the different levels of health insurance cover required. And finally, Velma (“…but you can call me V”) from Wall Coverings showed that, just like buying health insurance, the smart choice was to buy the right size can of paint for the right project. These videos were distributed to employees via email and were supported by workplace collateral, digital signage and direct mail. All promotions directed employees to a campaign website at MyLowesBenefits.com where Ed, David and V helped employees through the health insurance plan selection process.
Outcome
Tier 2: Target Audience Outcomes
On the day that the campaign emails with embedded videos were sent out to employees, traffic to MyLowesBenefits.com reached one of the highest peaks of the year. Click-through from emails drove 60% of website traffic.
Tier 3: Business Outcomes – campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics
Although the goal of the campaign was only to promote awareness and education, the quantifiable results were astounding.
The number of employees who opened a Health Savings Account increased 15-fold from 600 to 9,000 and enrollment in Consumer Directed Health Plans doubled.
But perhaps the most satisfying results were emails like the one Corporate Communications Director Ashley Glasser received from her mother-in-law, a retail store employee that read: “Ashley — check out these videos, and make sure you get on the plan that’s right for you!”
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