P&G–This is Nothing

Procter & Gamble’s Global Business Services (GBS) unit provides business technology and services to drive business success.

The Challenge

P&G needed to migrate nearly 140,000 employees from Lotus Notes and Microsoft Office 97 to Microsoft Office 2007. A monumental task for sure, but they also needed to motivate most of these employees to perform the migrations themselves. How best to communicate the importance of this upgrade and inspire employees to take the initiative to do it themselves?

The Solution

We crafted a campaign message around the idea that the new software was going to make accomplishing complex tasks a snap. The line — “This is nothing.” — also served to assure employees that upgrading was easy. The overall initiative was announced, and each new feature was promoted, through a series of posters, direct emails, and desk drops.

As a result, P&G was able to accomplish the difficult task of upgrading the entire company ahead of schedule AND received individual adoption near 90%.

What I Did

I was responsible for concepting the campaign, coming up with the “Connect Converse Accelerate” tagline, and writing all headlines and copy.

Credits

Copywriter: Sean Biehle
Art Director: Gregg Meade

Gallery

Click an image below to view screenshots.

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