The magical threshold of the number of cars produced in a single calendar year has been passed!
Thank you, you‘re worth a million!
One Million Campaign Ĺ KODA AUTO Internal Communication
Description of the project » Campaign to celebrate the ŠKODA AUTO‘s historic moment: production and sale of 1 million vehicles in a single year » The brand could not have achieved this success without its employees in the CR and throughout the world » One million campaign accentuates this aspect by creating a visual with faces of 1350 employees from all over the world » The peak of the campaign: One million celebration and the 2014 Chronicle
Time schedule (September – 17. 12. 2014) September – October: Campaign preparation November 6: First announcement ”Become the face of the one-millionth vehicle“ and invitation card for making photographs November: Teaser campaign: installation of a billboard, stands, posters with the photographed visual, communication through the Intranet and the corporate Škoda Mobil newspaper December: Launch of the microsite, voting for which non-profit organisation gets the one-millionth vehicle December 17: Culmination of the event, One million celebration at the ŠKODA Museum and concerts in Mladá Boleslav, Kvasiny and Rychnov nad Kněžnou December 17: ŠKODA Mobil issue with a special 2014 Chronicle supplement
Campaign preparation: Making photographs for the visual
The first announcement �Become a face of the One Million celebrations!“ Communication through the Intranet and foremen in Production Key message: everybody has their share in the historic achievement of SKODA AUTO Taking photographs in all plants in the CR, but also in India, China, Russia and Slovakia A small present for employees who participated in taking photographs
Teaser campaign: billboards, posters, ŠKODA Mobil
Utilisation of photographed faces on various spots Billboards and posters in the Czech ŠKODA AUTO plants Teaser for the ”One Million celebrations“ in December: regular and gradual unveiling of information and interesting numbers, which are connected with the milestone of producing and selling 1 million vehicles in one year
• November issue of the ŠKODA Mobil newspaper: Celebrations start • A special sticker on the corporate newspaper stands
Launching a microsite: contents Landing page, countdown to the moment of production of the one-millionth vehicle, which will switch to live streaming from the One Million celebrations on the day of the big event
Wall of thanks, through which employees could send thanks to each other
Dates of One Million Celebrations
Entertaining quiz on our vehicles
Frequent results of the employee poll regarding the non-profit organisation that would receive the one-millionth vehicle • Data from ŠKODA AUTO milionových
Microsite: a teaser for the ”millionth vehicle“ • Both Czech and English versions • Countdown to the moment of production of the millionth vehicle
On December 17, switching to live streaming from the celebration
Remembering production of the one-millionth vehicle
The One Million celebrations on the microsite Dates of concerts in the regions with Ĺ KODA AUTO plants. The concerts as such were not managed by the the Internal Communication department, however the microsite offeredn overview that could be accessed by employees at any time.
The One Million quiz on the microsite • Entertaining quiz with questions on ŠKODA vehicles • 12
questions in total
A million thanks: you can also thank your colleagues for being who they are Wall of thanks - employees can send thanks to their colleagues and subsequently share messages on social networks
an option to select emoticons, insert pictures or photographs
Internal Communication team shall send small presents and cakes for best messages to addressees of these thanks, the question will be again placed in `the envelope with a visual.
Successful campaign: hundreds of thanks and positive feedback in less than two weeks. We also published these �Thank you“ messages on the Intranet, thus its page views were increased.
The One Million help on the microsite Employee poll with frequent results as to which non-profit organisation would receive the one-millionth vehicle from Ĺ KODA AUTO. Synergy with the Intranet, where voting took place. Introduction of individual organisations on the microsite.
7 533
votes (4 128 votes to Life for Children)
Guest management for the One Million celebration Attendance at the million celebration was also confirmed through the microsite. At the same time, everybody had to answer a question and according to the answer they were given a present at the entrance: • If you had a million, what would you do with it? A) I would pack my bags and travel around the world B) I would bathe in money for the first time in my life
Utilisation of the visual in the framework of the One Million celebration 17. 12. 2014 ŠKODA Museum in Mladá Boleslav Number of guests: 580 Celebration of production and sale of one million vehicles Visual on invitation cards, projections, stickers on the walls, presentation of important ŠKODA AUTO persons (e.g. rally drivers)
Hand-over of the millionth produced vehicle to the nonprofit organisation that was chosen by employees
Utilisation of the visual in the Smilebox Photograph from the Smilebox
And what did the parking cards look like?
2014 Chronicle in the ŠKODA Mobil Both the English and Czech versions (the complete version in the Attachment) Part of the ŠKODA Mobil December issue Distribution at the One Milion celebration
31 550 copies
Huge interest, second print of 500 copies
second print of
Also used in the annual press conference of ŠKODA AUTO, several copies were also sent to the VW Group Headquarters to Wolfsburg, Germany
500 copies 150
copies in English
800
copies were sent via e-mail
Page views of the News of the day section on the Intranet during the campaign
Itranet - Homepage - B2E_PressReleases page views
Oct.
Increase of 100%
Oct.
Nov.
Nov.
Dec.
Participation in the Intranet poll on which non-profit organisation gets the millionth vehicle
In total:
Survey:
7 533 votes
State: Inactive Survey valid from: 21. 11. 2014 Survey valid to: 10. 12. 2014 Total votes: 7533
100 % more than average participation in polls on the Employee portal
Car for charity
Survey question: Tell us your opinion! Which charity organization should receive the milionth car produced in 2014? (You can find more information to the poll in corporate news on the homepage)
The millionth vehicle microsite page views
75 % of visitors repeatedly returned to the websites
Why they deserve appreciation • Involvement of foreign colleagues for the first time in the history of internal campaigns
• Employees as faces of the campaign • Reinforcement of the Human Touch strategy
• Originally an internal campaign, it eventually targeted a much wider audience than ŠKODA AUTO employees. With respect to the fact that the motif appeared in all communication channels at various spots in the plant, it finally also addressed residents of the cities where ŠKODA AUTO plants are located, suppliers, customers of the company, journalists, company-tour visitors and other people.
• Leitmotif application in external communication: – Online marketing – use on social networks – External communication – celebration of 17 million of vehicles at the beginning of 2015 – Annual press conference 16/3/2015
• Increased interest in internal communication channels
Contacts
• Tomáš Novotný, ŠKODA AUTO Internal Communication Manager, tomas.novotny6@ŠKODA-auto.cz, +420 734 298 178 • Ondřej Pospíšil, ŠKODA AUTO Internal Communication Specialist, ondrej.pospisil@ŠKODA-auto.cz, +420 734 299 135 • Magdaléna Rejžková, ŠKODA AUTO Internal Communication, ext.magdalena.rejzkova@ŠKODA-auto.cz, +420 731 320 430