Central de Informação - We Rock Fest Campaign
Company: Central de Informação, Oporto, Portugal
Company Description: Central de Informação is a Portuguese communication agency, founded in 2004. In 2018, with "We Rock Fest" project, Central won the International Public Relations Network "Project of the Year" award in Beijing. Member of IPRN, the world's largest network of independent communications agencies, and vice-president of APECOM, the Portuguese association of communication and PR companies.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Internal Communications
Nomination Title: We Rock Fest
Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
WE ROCK FEST is a music event conceived by Central de Informação for Dachser Group, one of the largest logistics companies in the world, with more than 400 platforms on 5 continents. Founded in 1939, the company operates in 5 areas:Land Transport, Air Cargo, Maritime Transportation, Groupage and Contractual Logistics.
Central de Informaçãostarted working with the company 10 years ago, as the PR agency for Portugal. First with the French Graveleau, which was bought by Dachser in 1999. In 2009 Graveleau disappeared and we started working with Dachser, directly with the marketing department in Germany.
In 2014 began the process of acquisition of the Spanish Azkar, the largest transport and logistics company in the Iberian peninsula. The acquisition was completed in 2017, when the rebranding of all platforms and trucks began in Spain and Portugal.
It was from this starting point that Central de Informação drew up an internal communication project for Portugal and Spain, aimed at elebrating the entry into Dachser universe of employees from 80 logistics platforms. Our intervention covered all areas of the project, from the organization of the events, production, scenography, digital development, design and press services.
The campaign focused on Dachser being a live brand, with a successful organizational culture, that projects a promising future. "Juntos Somos Dachser" (together we are Dachser) was the clame of the event. More than a slogan, it is the certainty that Dachser believes in its people as the most solid growth factor.
The project was developed in two phases:
- World presentation at a press conference in Munich on May 10, 2017
Participation of a Portuguese delegation of journalists (TV, Press and trade sector) to follow the presentation of Dachser CEO in Munich (management by Central de Informação).
- Dachser Newspaper in 80 Dachser Platforms
Face-to-face distribution of Dachser Newspaper - developed by Central de Informação - to the company’s employees, in 12 platforms in Spain and Portugal. The activity was carried out by 33 promoters who ensured this distribution, assuming the role of newspaper seller, the street vendor who advertised the news out loud. The action was intended to appeal to the employees’ attention to the ongoing Azkar / Dachser merger process. On the remaining platforms, , the newspaper was distributed in common areas, such as canteens, bars, support services.
Our agency developed and launched the oficial website of the event, which featured programming, teasers of the bands, videos, reports, registration area, etc.
On this same day, invitations were sent to all 4.000 employees to participate at We Rock Fest. The employees and their families registered online and received a festival kit, with access bracelets, food and drink vouchers and a notebook.
WE ROCK FEST - From June 3 to July 27, 2017
Music Festival for collaborators and families, which took place from June 3 to July 22, 2017, in Bilbao, Saragossa, Madrid, Valence, Seville, Oporto and Barcelona, and was completely conceived and organized by Central de Informação. Transfers for participants from all other Platforms in Portugal and Spain were provided.
The main focus of the program was a pop/rock concert, featuring bands of recognized quality, followed by a DJ session. The program included urban dance workshops and a set of activities (games) aimed at the youngest and families.
The festival also offered food and beverage bars and a wide range of seating areas that allowed the guests to relax, have fun, socialize and enjoy all this, in an afternoon totally different and fun for the whole family.
In addition, several publications have been developed and distributed for almost 80 platforms in Portugal and Spain: newspapers, posters, individual, flyers, invitations, brochures, moleskine, among others.
We Rock Fest was a milestone of the moment of change and, at the same time, an opportunity to reinforce the commitment to the employees and to stimulate the sense of belonging.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).
-The integration of Azkar into the Dachser family was a very complex process that would certainly be impossible without the involvement of the largest Dachser asset: its employees.
-Under the “Juntos Somos Dachser” clame, We Rock Fest consisted of an empowering action of this great team, promoting the spirit of unity and blurring real and imaginary boundaries.
-The percentage of registrationsat the event was high, considering that the sending of 5,000 invitation boxes gave rise to 4.000 effective registrations. 3.139 were effective participants.
-The vox pop testimonials collected during the 7 We Rock Fest events expressed feelings of pride, satisfaction and belonging. The general perception is that the project has largely met its expectations.
-The project got international recognition by winning the “Project of the year”, attributed by IPRN – International Public Relations Network and was one of the four finalists of the 2018 SABRE Awards