The Co-operative had never tried to promote employee benefits online before. Our brief was to develop a website for 120,000
The Co-operative Group Employee Members that would engage them fully with the benefits of their membership.
Opinion of The Co-operative group by its employees varies hugely depending upon which business area they work in. We couldn't assume that they wanted to visit a site that was work-related. Instead we put the focus on fun and personal interest, so it felt more like a club.
The key to the solution was to create a site that not simply delivered membership information, but brought it to life in an engaging way. So we created a bespoke section where players engaged with a range of games, with points logged in a leader board. Each game conveyed benefits of membership in a subtle yet memorable way.
The target for the campaign was 10,000 visits in the 30 day campaign window. In the first 36 hours alone, the site had 18,872 visits – 12,275 of them unique. In just one day, the games to engage people on the site were played over 100,000 times.