70’S mojo delivering fun& competition

FROM THE JUDGES:

’Frequent Giving Frenzy’ was a good campaign and I particularly enjoyed the outcomes video.”

Flight Centre Travel Group (FCTG), one of the world’s largest travel companies, established its workplace giving program in 2008 and saw the program quickly take flight.
Flight Centre Foundation coordinates all community activity, including workplace giving (WPG). The program includes best practice features ‘opt-out’ for all new starters and a champion network and utilises a bespoke in-house loyalty program to drive sign-ups.
Realising WPG participation had plateaued at 30%, FCTG decided to relaunch the offering in April 2018 with a ‘Frequent Giving Frenzy’ week of intense promotion.
A funky, unique look was given to the high impact campaign so that it would cut-through the daily noise of communication.
Channeling the 1970s, it drew inspiration from the TV ads of the period, including bad hair, flares and disco soundtracks.
Key stakeholders, from senior leaders to charity champions, were involved in the production.
The fun and engaging campaign included videos, flyers, daily emails and charity partner pop-ups.
KPIs were published to track progress and promote competition through an internal communications platform.
Momentum from the campaign carried over into June where FCTG achieved its goal of 35% participation in workplace giving.