Ricoh EMEA – Accelerating Change

Project Details

  • Client: Ricoh Europe
  • Tasks: Concept, Brand, Design, Website and Game Build

Overview

Ricoh Group consistently develop a forward thinking Mid Term Management plan, executed over a three year period.  The 18th MTP had three fundamental initiatives to ensure Ricoh’s long-term growth. These where headed as, Actionable Strategies, Management Systems and Transformation. The challenge was how best to grab the attention, emotion and imagination of the 16,000 employees. The brief described taking the Ricoh Europe employees on a significant educational journey, ensuring that as many as possible would not only read but takeaway and retain the key initiatives.

The team sprung into action and quickly created the big idea, one that would not only rally the employees, but also persuade retention of information and provide measurement of engagement. The campaign focused on a digital journey, starting with a 16bit map, which was used in homage to the Ricoh 5A22 microprocessor, featured in the Super Nintendo Entertainment System (SNES) video game console. Additionally we were very happy that our client was brave enough to allow us to underpin the whole of the 18th MTP joinery with gamification.

Launched across 18 EMEA countries, 16,000 employees where invited to take part in the campaign branded, “Accelerating Change”, with the first game challenge being one of speed.  Journey checkpoints had the Ricoh Teams competing on a Golf Range, Timed Quiz, Tetris variant and Darts!  Each game, involved answering a few simple questions to ensure players were taking away the educational key details.  All of this being monitored and regularly reported back the the European team HQ.

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