Workplaces like Concentrix, which have a high number of employees (over 55,000 plus employees across the country), faced challenging issues during the pandemic. While the option of work from home was always open, the profile of employees, typically millennials working in Concentrix, were facing the issue of not getting the opportunity to work from the office. With work from home, meeting, engaging, discussing and everything else became virtual thus bringing down the efficiency of people.
Concentrix wanted to bring to light the various cultural statements of the brand while keeping the office spirit alive. Also, the core objective was to tie the regular posts down under one common thread that can be developed ahead on a long term basis for daily and topical posts.
We designed a virtual fun town and named it CONCENTRIX-CITY an imaginative city of Concentrix employees where they have a new identity, hobbies, rules etc. This was predominantly to show life at Concentrix pre-pandemic by way of creating a virtual city, CONCENTRIX CITY.
The campaign was rolled out in four phases:
The overall campaign encompassed the essence of the internal and external universe of Concentrix through its employees. Different legs of the campaigns featured various aspects of the organisation such as work ethics and environment, hobbies and passion of employees, celebrations and special occasions activities etc.
Social media marketing
Concentrix Daksh India Private Limited
Phase wise deployment of creatives on social media
The city that is bold and brave coming soon #UnderConstruction
The city that works hard and plays harder #UnderConstruction
The city in pursuit of excellence #UnderConstruction
In this phase, the campaign welcomed employees to an action-packed disruptive city that is fueled by great ideas, where innovation and creativity are celebrated.
A catchy video showcasing the insides of the cool offices adding the nostalgia element for the employees. You have arrived at the coolest destination. Welcome to Concentrix City #concentrixcity
In phase 3, the campaign proudly introduced ace-level employees who were exceptional at what they do at Concentrix and beyond. Through this, we wanted to show that Concentrix don’t just hire employees, but real people with passion.
In this phase, we did a throwback to the festival of lights and how employees shone so brightly during the in-office celebrations. Engaging content asking people to reminisce about how they celebrated last year was also a big hit!
The teaser and launch creatives highlighted the broad perspective angle with words put across an aerial view of the city. We used innovative ways to highlight crucial points in each campaign. Through images or lines, we brought out the message in a creative manner.
The campaign helped to energise the environment thus increasing engagement amongst all employees and bringing positive energy to beat the pandemic blues
Cost per engagement (CPE)- ₹0.15 to ₹0.25
Post Engagements- 109,669
Overall Campaign reach Daily viral reach increased by 70%
5 Phase 1 creatives rank as the top posts in the last 1 year in terms of impressions
Overall campaign reach
285% increase in content interaction and growth in followers
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ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.