To motivate and engage Dell’s sales team during the COVID-19 crisis, as everyone was working remotely. It was the first major fully virtual campaign.
An interactive campaign was created, featuring digital assets and the development of an exclusive gimmick—personalization to generate greater engagement and appeal.
We also created an incentive video to provide a clear goal and attract focus. The campaign, in addition to encouraging and generating engagement, aimed to convey a positive message, transmitting energy for employees to innovate in their service and overcome sales challenges. The digital initiative rewarded top performers in meeting their targets with digital vouchers, promoting and encouraging teams weekly through digital communications and videos, including fostering interaction and closeness between management and teams. This was done through small weekly incentives, such as rewards for sending the “lucky charm” during the restriction period, among other actions.
– Creation of the campaign’s tagline and logo – The tagline “Intel Brings Luck” was developed to create a clear and optimistic message. By using the verb “bring,” we associate Intel—through the personification of a genie—as the agent that delivers luck. The use of a clover with small details that reference technology helped set the tone of the campaign.
– Gimmick Creation – The genie was chosen after exploring different illustration styles, selecting the one that conveyed a message of joy, seriousness, and confidence, without leaning into a childish tone.
– Signature and rollout of the campaign assets.
Far from being just a “nice” way of communicating with employees, internal marketing is a marketing practice—focused internally—aimed at strengthening the relationship between company and employee. Its main objective is to create an aligned corporate culture, connecting all departments, branches, and people with well-defined corporate values, which this campaign achieved with excellence. An example of this was employees sharing their lucky charms with one another, generating a sense of belonging and engagement.
