Concentrix City- An employer branding campaign where we created a virtual city

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.

Idea

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:

• Concentrix City Teaser - Culture Statement
• Concentrix Citizen- Meet the CNX Tribe (Featuring employees)
• Concentrix City Lights- Featuring the excitement around Diwali

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.