Ghosty
How a clever character cut through everyday internal communications noise to encourage employees to become more commercially aware.
The Brief
Vodafone wanted to help employees understand the importance of being confidential with commercial information and educate them on how and where they could be more vigilant on a day-to-day basis.
The Process
The Chimp Paradox by Dr. Steve Peters got onebite thinking about managing ‘our inner chimp’ and how it translated into Vodafone’s challenge. A chimp as a character however seemed too playful. This is when Ghosty as an illustrative design was born and cleverly showcased someone or something overhearing commercial conversations without you being aware.
The Execution
Ghosty teasingly launched with the character’s illustration placed, without any explanation, in a few high-traffic areas. After Vodafone employees started engaging with and asking questions about the illustrations, Ghosty launched into action with stickers being attached to laptops and mobile phones left by employees explaining what he could do with private information, and when employees left their documents behind on the printer, Ghosty emailed them.
The Results
Ghosty was one of Vodafone’s most successful employee campaigns and achieved outstanding results:
81%
of surveyed employees said it made them think about what they say and do at work
91%
recall rate
99%
surveyed said they now understand the importance of locking their laptop
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