Case Studies

The Challenge

How do you celebrate your 50th anniversary in a way that will motivate your 28,000 employees worldwide?

Randstad wanted to celebrate its birthday by throwing a global party that would reinforce the Randstad feeling for all of its employees. On 2 October 2010, 26 parties were held in 26 countries, all based on the same concept. Our job was to embed the concept through an internal branding campaign.

The Solution

The central concept was 'Club Gold'. Randstad employees were invited to join the online Club Gold community where they found a DJ booth with podcasts, a brand quiz and a competition based on the company's brand values. The importance of 'work' and 'values' was communicated in an interactive and entertaining way.

On 2 October Club Gold came to life at 26 parties all over the world. A sensational holographic opening show enabled the CEO to give a simultaneous 'live' speech at every party. And DJ Markus Schulz played a scintillating remix of the Randstad song. A live link-up on the R50 video channel enabled the partygoers to see what was happening at the other parties.

Results

• Increase in intranet users from 8,000 to 21,000 in nine months.
• High online participation, culminating in 1.6 million page views after the party.
• 26.000 employees attended the event