AMP Amplify Festival - Staff Engagement
Annalie, our client and Director of Innovation
at AMP, runs the Amplify Festival - a week-long festival of innovation and
thought leadership - every 2 years. While the festival has always sought to inject
creative thinking into the company and invest in the knowledge capital of AMP’s
people, she came to us in 2013 to execute an idea that had these unique
- Get staff to learn a new craft. IQ of the population is increasing, while the creative quotient (CQ) is falling. Especially in the financial services, staff no longer use their hands to solve problems. This is a real issue for employee well-being and capacity for innovation.
- Create a strategy for engaging the whole of AMP Asia Pacific, even though the Amplify Festival physically takes place in Sydney and Melbourne.
- Higher attendance and conversion from registration to attendance. Past festivals have seen enthusiastic registrations but drop-offs in attendance.
- A cost effective, logistically simple and interesting mechanism for staff engagement aligned with the festival’s theme of ‘Transformation’
- Use of origami paper craft as the instrument of engagement
- Visually arresting installation as the backdrop to Amplify (Sydney office)
- 80% ‘turnout’ i.e. conversion rate from registrations to attendance in Sydney and Melbourne
- Think with your hands, make with your head
- We are all capable of multiple transformations
- Creativity is in the crowd
Desk Drop (Amplify Program & Origami Pack) to 7700 AMP employees
Our origami program pack
- was distributed to 6000 staff by their peers and/or Amplify ambassadors at each site
- invited staff to engage in learning a new craft with easy instructions and a fun ‘How to Fold an Origami Crane’ animation accessible through an augmented reality app
- prompted their engagement with festival content by printing speaker bios on the origami paper
- let employees contribute to crowd-created artwork in their teams and as a company
- reminded staff about registration and attendance multiple times via crowd-created content
- inspired innovation by being a catalyst for people to connect with their team and ‘tinker’ but also arrange to attend Amplify sessions together
- reminded staff that Amplify is a unique investment by AMP into their professional development
- was integrated with the intranet and automatic calendaring to ensure notification and reminders
- invited them to see their crane through multiple transformations
Wildwon commissioned paper artist Ai Ikeda to work across both the design of the origami packs, animations and installation that formed the backdrop to the main auditorium at Amplify.
In line with the values of both Wildwon and the Amplify Festival, we worked with AMP’s preferred printer to create a pack that used no glues, no plastics, was made from 100% recycled and Forestry Stewardship Certified (FSC) card and paper, and had three lives throughout the promotional period.
The execution was carried out via a campaign integrated with AMP’s internal communications team and channels. Two tactical engagement events aided this execution:
1. Internal Amplify Briefing - Wildwon attended to connect with potential ambassadors of our promotional strategy. We found these in team assistants, and staff at multiple AMP sites.
2. HackFest - Origami demonstration and ‘fold-a-thon’ to 40 HackFest participants enhancing problem-solving and creativity and giving employees an extra nudge to get involved.
Multiple touch points throughout the 5-phased life of the campaign. Employees:
- received the interactive pack and news of its arrival via AMP’s intranet
- took a photo of their crane creation, added it to the digital crane wall and entered a competition
- saw their photo in a stop-motion animation with hundreds of others from all around the world
- saw physical cranes collected at the Sydney and Melbourne offices
- attended the festival to see cranes used in a crowd-created backdrop and installation
Origami Crane Photo Competition & Digital Crane Wall
100+ photos of folded canes submitted to the competition by staff
How to make an origami crane animation
Hackfest - tactical engagement event
AMP employee crowd-created stop motion animation
- 6000 packs produced and distributed to 19 Asia Pacific offices
- 116 uploads to the digital crane wall
- 83 AMP submissions to individual crane photo competition
- 21 AMP submissions to team crane photo competition
- 1000+ physical cranes folded across Sydney and Melbourne locations
- 75 employee-made cranes used in the Sydney installation
- positive feedback from speakers, AMP CEO and session attendees on crane installation
- 2 animated stop-motion videos produced
- 10,441 session attendees (http://amplifyeffect.com.au/)