Two years ago, OMV Petrom looked for a solution to address a three-fold issue: on one hand, the company had an ageing workforce, with lack of skilled craftsmen affecting long term performance. On the other hand, with operations in 300+ communities, the company needed to create job alternatives to prevent mono-industrialism.
With this campaign, ENEL and SOR have managed a premiere at European level: the first mobile application dedicated to a citizen science project aiming at implementing a stork census. Enel showed deep involvement in the welfare of the community and environment protection as it contributed both to securing the stork nests placed on electric poles thus protecting the storks from the danger of electrocution and to insuring proper function of the electric grid. The initiative has rapidly found its enthusiasts, and in the month while the pilot project was implemented, more than 8.000 storks have been identified.
There is a famous saying in our office whenever we meet a hurdle in our day-to-day collaboration: “stop the pressure, we’ll find a solution, it’s not like we’re doing brain surgery”. This project gave us the possibility to actually say that yes, we, the PR team, are also “doing” brain surgery. Our challenge: how do we use technology to establish a national breakthrough in field of health/medicine? Our answer: Broadcast a brain surgery, live in 360-degree virtual reality.
Working at McDonald’s is a never-ending source of communication opportunities. So, at the end of 2016 we turned to the employees – the greatest communication channel of them all. We managed the entire campaign from a transparent angle, and because people were curious, McDonald’s employees answered their curiosities. For the first time, employees have become the voice of McDonald’s – and they’re a strong voice, indeed.
On a Sunday morning, the Hollywood Multiplex (HM) cinema “woke up” in the midst of a crisis. This occurred because Raluca Zdrobiș, a single mother as well as a blogger, stated that an employee of the cinema refused to sell her the Family package of tickets and called her and her kids “not a real family”. In 24 hours, her article is the most popular in the blogosphere, with an estimated reach of 350,000 persons (including influencers), who blame the brand and demand explanations.
In 2017, CITR Group understood that saving the companies from bankruptcy and restoring them into the economic circuit is not enough. They had to address the stigma that entrepreneurs are facing when confronted with difficulties. We launched a corporate communication platform called “Second Chance”, in order to generate empathy towards entrepreneurs in distress and promote the Group’s expertise.
Food waste is something people have been living with for a long time. Most might have overlooked it, though. The idea of the “Replate Waste” campaign was assembling a digital mechanism that transformed a general “infamous” individual deed (generating food waste basically almost every time you eat) into the inspiration for a creative process and, ultimately, a good deed. We turned to digital to make people part of a change: awareness on a global issue, on one hand, and support for a social cause, on the other.
In 2018, Lidl was moving to new headquarters, a high-class building in terms of sustainability standards (Breeam Oustanding standard). At the same time, Lidl was in a process of transforming the leadership principles, the values, and the organizational culture. The new office building became the voice of Lidl as a brand, as an employer, as an innovator, all within the context of sustainability.