Culture Awards
HEINEKEN México
CHALLENGE
HEINEKEN México needed an effective way to honor key organizational behaviors at its largest annual event for top leaders, where presenting and voting on 15 projects across five categories was overly time-consuming and complex. Additionally, the event required a fresh identity and promotional strategy to boost engagement and project submissions, improving upon previous formats that attendees found dull and confusing.
OBJECTIVES
The goal was to create an engaging, clear, and entertaining presentation of cases within the annual forum, complete with an easy-to-use live voting system. An identity and communication materials were also needed to generate excitement and interest among the forum's audience.
A brand identity was developed to generate interest in the event, alongside designing an engaging awards experience. Short, attractive videos were created to clearly explain the essence of each of the 15 nominated projects. A pre-event platform was also developed for directors to explore the cases in depth.
STRATEGY AND SOLUTION
The process began with the creation of a dynamic, modern, and energetic brand identity for the awards. Event ambiance and detailed planning were meticulously designed, hosts were trained, and a recognition platform was developed. Interviews with all nominated teams helped produce engaging, concise videos, culminating in the coordination of the event and the design of physical awards for the winners.
IMPLEMENTATION
RESULTS
Online platform analytics for the Culture Awards showed that over 80% of attendees were familiar with the cases before the event and were interested in participating.
Additionally, 100% of attendees voted live for their favorite projects.
Communication efforts also led to a 50% increase in project submissions.
CLIENT IMPACT
The event was a resounding success, receiving positive feedback from key organizational leaders for its graphic identity, award dynamics, and audience engagement.
Challenging traditional ways in pursuit of better experiences can renew and grow an organization's effort, attention, and interest.
LESSONS LEARNED
“We far exceeded expectations and managed to renew and refresh an event that was losing interest.”
Organizational Culture Coordinator
HEINEKEN México