Silver for Best Media Innovation - Radio

Background: All around the world, companies which Logica had tied up with or taken over, had their local names in addition to Logica (eg. LogicaCMG in India). Logica CMG in India wanted to tell their staff that their name had changed from LogicaCMG to Logica.

The Solution: Gather all the staff in the cafeteria and do a live radio show where the RJ comes to the campus and interviews pre-chosen people about what 'One Logica' means to them, starting with the CEO. These interviews were broadcasted live on air followed by a song that's requested on the theme. As the songs were played, an MC present on campus asked the staff trivia questions on Logica and gave away prizes to keep the crowd entertained.

What makes the idea special: A fun event was created instead of a boring poster campaign announcing the change. We also invited employees to tell their clients and friends about the radio show and to tune in. That's not counting the people who already listen to the radio station or the show.

Results: Target audience was around 2000 staff. Instead, in addition, 6000 people referred by staff got the message and we also caught potential recruits, clients of Logica who happened to tune in to the show that day.