The email of these employees are cluttered and they receive a lot of internal communications and memorandums, so they don't pay attention to this kind of internal messages.

The briefed asked us to get employees from different companies to participate in Accion Contra el Hambre's company fundraising race.

It is the first campaign that uses Outlook Calendar as a new media:

- to generate curiosity (and conversation) among the target.

- to make them pay attention to an internal memorandum.

- to empower the relevance of the message.

As a result, participants in the race increased by 312% compared to last year's edition.

How we did it?

1) At 10:00, each company's management requests a meeting for all employees through their outlook calendar. The meeting is at 18.59 (one minute before leaving) .

2) The outlook alert generates curiosity amongst the employees.

3) At 18.59pm, employees receive a reminder of the event in their outlook calendar with a video attached.

4) It shows the exact same situation that the employees are experiencing at that moment: an employee is waiting and staring at the clock eager to run out of the office as soon the clock strikes 19.00pm.

The results:

100% of employees opened the meeting alert and watched the video at the right time – one minute before running out of the office.

Participants in the race increased by 312%.