Here at the credit union we just launched an internal site for employees. It’s called the Hub. Hopefully it will be the first place employees will go to find office forms, see photos from company events, learn about company news and find lots more things—sorta be at the center of things…get it?
To promote the launch of this site, we used a guerrilla marketing technique to create buzz. For three days leading up to the launch we posted tons of flyers in the shared areas of our office suites. There was a different design for each day. At night we took down the old one and put up the new one, so each morning employees were greeted with a different humorous, and somewhat vague, message about the Hub. Without going into details, it sure did create buzz! People wanted to know what the Hub was.
I think my favorite is one with an employee’s photograph that had been censored; black bar over the eyes type of censorship, though it was still clear who the person was, with a graphic of a koala hanging on the side of the photo. The copy teased that you could find out who secretly wants a koala as a pet by reading the employee spotlight on the Hub. Just fun stuff there.
On the morning the site launched, employees came into work and found a black mug with M&Ms waiting for them on their desks, and an email in their inbox letting them know the Hub was alive!
To give the mugs some flair and go outside the curling ribbon norm, I came up with a paper insert that looked like the Hub’s logo was in some cappuccino foam, and a “spoon” gave it some vertical dimension. There were several messages on the spoons, “There’s a latte going on,” “Stir things up at the Hub,” and “Your new daily fix.”
Each insert was cut out by hand and kept in place by a tube of paper nestled among the M&Ms in the mug. As I worked on the prototypes, I kept fooling myself and reaching for a sip of coffee that was really just paper. Friend and coworker, Ed took some pretty nice shots of it, which he allowed me to use. (Thank you, Ed!)
Everyone seems pretty pleased with their mugs of candy. I’m calling this launch a success.