Head or heart
CHALLENGEGet HR managers to visit the Westfield stand to find out more about their health cash plans.
INSIGHTHR managers choose cash plans for one of two reasons: To reduce absenteeism and cost to the business, or to give something back and reward staff.
IDEACreate a single campaign that engages both audiences. By simply asking HR managers if they choose with their head or heart?
To drive people to stand on the day we had two teams of staff wearing t-shirts. To get goodie bags and water, people had so say if they followed their head or heart? Once a dialogue was started Westfield staff found it easy to explain the benefits of choosing their health cash plans.
As part of the integrated campaign the head or heart concept was used on twitter - it was so successful that it continued long after the exhibition finished - engaging with HR managers and driving new leads.