amkette case study
the client:

An ISO 9000:2008 company, DB Schenker offers a complete range of international air and ocean freight services as well as integrated logistics services and global supply chain solutions from a single source supported by its strong worldwide network comprising of over 2000 locations.

 

DB Schenker is serving the Indian Government since 1963 and established its first office in India in 1996. Till date DB Schenker remains the official freight forwarder for the Government of India. With a strong network of 36 offices, 46 warehouse locations and over 1500 employees spread across India, DB Schenker offers a myriad of commerce and business applications and solutions that are built on revolutionary technologies.

our challenge:

To get ideas from employees on various ways of cost controlling and to communicate the same to them through communication material:

 

  • Draft an interesting contest format based on achieving maximum voluntary participation.
  • The usage of the term cost cutting should be abstained from completely.
  • The DB Schenker logo should be prominent across all mediums utilized and the proposed message should be crisp, simple and clear.
our outlook:

Keeping the objectives in mind we decided to use a campaign mascot and a mnemonic as the central campaign elements which were used to execute a teaser campaign followed by the unveiling of the contest and its conditions.


The campaign was termed as ‘Thousand Ideas Campaign’ and the following mediums were used in order to effectively implement it:


  • Idea Man mascot (the main element of the campaign)
  • A Mnemonic for 1000 ideas
  • Teaser mailers
  • Teaser standee
  • Teaser footprint stickers
  • Dangler, mailers, standee
  • Reminder mailer
  • Prize certificates with designated titles
our design strategy:

The designs were kept as illustrations with the layout consisting of DB Schenker brand colors. All the designs were illustrated and kept simple so that the intended message could be conveyed easily. The mascot was chosen in such a way so that employees can understand and be receptive to the contest in the right manner and not be confused about the contest objectives i.e. to come up with smart office solutions.

our communication strategy:

The mascot allowed us to communicate messages in a first person perspective thus making them much more interesting and accessible to the reader. First person phrases meant directly at the audience had a much deeper impact on them and involved them directly in the promotion process.

concluding analysis:

Reaction of this teaser activity: There was a rage in the office among the employees that a new person is joining the office, in senior management. This promotion is all about inviting and welcoming the new joinee. This is what we wanted people to think randomly out of curiosity and hype of some type should rise.


The contest received some good suggestions and the flow of ideas was consistent. The entry flow was heavy and themed certificates were handed to the contest winner.

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