Just-Eat, the world market leader in online takeaway food ordering, has achieved fantastic take-up of its new employee benefits programme as a result of a particularly innovative teaser campaign. The company released a number of cryptic hints about the programme in the run-up to launch, which succeeded in creating a real buzz amongst its workforce.
Partnering with Asperity Employee Benefits for the provision of integrated voluntary benefits including employee discounts, e-Cards, an employee-paid healthcare Cashplan and Cycle to Work, the new streamlined package was successfully launched at the end of March this year. Achieving 60% engagement in just two weeks, it is clear that the programme entitled 'Just-Treats' is already thriving.
Based over two offices in London, excitement first started to build amongst Just-Eat's employees a few weeks before launch in response to a series of teaser posters. Each poster featured a 'treat' which was followed up with a corresponding surprise treat left on employees' desks a few days later. The most well thought-out 'treat' was a batch of fortune cookies concealing mysterious messages about the benefits of saving money. The last Friday before launch culminated in a 'Feel Good Friday' which revealed more information about the upcoming programme launch, before roadshows were rolled out to all staff the following week.
Launch day itself went off with a huge bang, with live website demonstrations given to all staff at allotted times. The roadshow room was filled with different bags of Pic'n’Mix sweets featuring the 'Just-Treats' logo, and Oyster card holders advertising the website details were handed out to all employees. "We realised how important for engagement it was to get everyone excited about the new programme launch," explained Anabela Yourell, HR Manager at Just-Eat. "We've got quite a young workforce at Just-Eat, and we knew we needed to do something spectacular in order to grab their attention. We're really pleased with the take-up so far and grateful to Asperity for aligning itself with our objectives. Our Account Manager was really helpful in ensuring that everything went off without a hitch on the launch day".
Shelley Packer, head of Asperity’s specialist SME unit Asperity360, added: "It's so important to understand the demographic of the sector you're trying to communicate with for a programme's success". "That's why all our Account Managers are trained to be flexible, and are fully equipped to tailor their communication strategy to each of our clients' needs".