The brand-new WPP Campus in Shanghai, which opened last month, for the first time brings together 3,500 employees spread across 26 companies and 10 locations into a single building on the edge of the central business district.
The upsides are many. In particular, was the ability for WPP to customize the space for its businesses and helping them find ways new ways to collaborate.
The problem – and it was a big one – was most employees didn’t want to move. Some were reluctant to leave their centrally-located offices in the lovely French Concession, with its wine bars and designer boutiques. Others were worried about personal safety, since WPP Campus is in a less developed part of the city near Shanghai Railway Station.
In a competitive talent market, where turnover can top 50%, WPP could not afford to ignore these concerns.
So the company embarked on an integrated employee communications program, one of the most extensive ever undertaken by WPP anywhere.
The “100 Reasons” pioneering solution was born in July 2015 and will run until early next year. The campaign includes viral videos, emails, WeChat posts, time-lapse videography of the interior design and fit-out, pre-move site visits…even guerilla marketing activities where competitors’ locations were ambushed with mock Letters of Offer to entice great talent to join WPP companies in the amazing new location!
In one viral video, a dog with a GoPro sniffs out the best local food in the area. In another, a drone offers a bird’s eye view of the new campus and its surroundings as two senior managers present a comedic voiceover.
A smartphone app with way-finding functionality to and around the building, local retail offers exclusive to WPP staff, and a gallery featuring the “100 Reasons” – from the practical to the tongue-in-cheek – why the move was good for employees e.g. “Reason #19: Get rid of your mountain of crap!”
So far, 91% of staff have downloaded the app and email open rates have exceeded 96%. Staff turnover has stayed below 1% of the total workforce.
“100 Reasons” has shown that employee change management communications can be highly engaging, and more effective as a result.
See some campus art and pictures of the office below.
