PLUMBERS WITHOUT BORDERS by Prime for Comfort

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PLUMBERS WITHOUT BORDERS

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Sweden
Agency Prime
Executive Creative Director Tom Beckman Prime
Art Director Viktor Brittsjö
Photographer Fredrik Manuel Persson
Released June 2012

Awards

Cannes Lions 2012
PR Lions Internal Communications Silver

Credits & Description

Type of entry: Sectors & Services
Category: Internal Communications
Advertiser: COMFORT
Product/Service: PHCC
Agency: PRIME Stockholm, SWEDEN
Advertiser COMFORT
Product PHCC
Entrant PRIME Stockholm, SWEDEN
Type of Entry: Sectors & Services
Category: Internal Communications
Title: PLUMBERS WITHOUT BORDERS
Advertiser/Client: COMFORT
Product/Service: PHCC
Entrant Company: PRIME Stockholm, SWEDEN
DM/Advertising Agency: PRIME Stockholm, SWEDEN
PR Agency: PRIME Stockholm, SWEDEN
Chief Executive Officer: Håkan Hedberg (Comfort)
Marketing Manager: Hans Täckenström (Comfort)
Executive Creative Director: Tom Beckman (Prime)
Media Strategist/Key Account Manager: Hannes Kerstell (Prime)
Copywriter/Project Manager: Johan Larsson (Prime)
Photographer: Fredrik Persson (Freelance)
Art Director: Viktor Brittsjö (Freelance)
Planner: Per Hansen (Prime)
Describe the campaign/entry
Comfort is Sweden’s largest confederation of plumbers. In spring 2011 their internal tracking showed that co-workers lacked a sense of pride sharing the company name. Taking pride in your work is probably the most important aspect of human resources. And pride comes from knowing that your job serves a purpose. But how do you boost pride among plumbers. It’s not like they save lives, like Firemen. Or do they? Could they? In fact 4,000 people die in fires every year in the US. This is the same number of children that die every day from lack of safe water in the world. So it was clear that we had an unsung hero and it was important to make them aware of their importance.
Comfort therefore initiated a project designed to secure safe water for the people that need it the most, and engaged SOS-Kinderdorf to guide them there. The project included production of custom made mobile water cleaning systems as well as working on site in Benin, Bulgaria and Lithuania.
The Queen of Sweden highlighted the project as a role model at the annual World Children and Youth Forum. National radio, national and local press, business media and owned channels gave the project an external reach of 2.2m – PR that was used to boost pride through internal channels.
The internal tracking showed a 53% awareness of the project, a 50% feeling of social responsibility and an increased pride of being part of Comfort with 14%. The project proved that external actions are the best internal information.
Describe the brief from the client
The goal of the project was to internally unite the franchise. In order to spark unity the plumbers needed to become aware of their importance.
Quantitative internal goal:
• Establish and make the project known internally.
• Establish social responsibility as a main focus for Comfort.
• Increase the pride of belonging to the Comfort franchise.
• Get third party approval of the project through external communication.

Results

With unexpected heroes doing something important, radio, national and local press, business media and owned channels gave an external reach of 2.2 million in a country of 9 million. Sweden’s biggest news- and business press did full spreads with Comforts CEO talking about the project.
Plumbers suddenly became ambassadors of the global water issue. The Queen of Sweden highlighted the project at the annually World Children and Youth Forum in Stockholm the 14th of November 2011.
With external actions, the message came through internally. The plumbers found their purpose and also established internal fundraisings to further help SOS.
The internal tracking showed a 53% awareness of the project and a 50% increased perception of Comfort as a social responsible company. The pride of being a part of Comfort increased by 14%.
But most importantly, Comfort made a difference to the children in Benin, Bulgaria and Lithuania.

Creative Execution

The CEO of Comfort presented the project at an internal conference as new way for the plumbers to contribute with their knowledge. In an internal Facebook group the employees were invited feedback on the projects evolvement. Information was also distributed through Comfort's intranet.
SOS identified the need to be the greatest in Benin. Plumbers travelled to the village in August 2011 to investigate the conditions. Water samples showed bacteria and sand which made the children sick. A custom water purification plant was created and shipped to Benin. Comfort also travelled to SOS villages in Bulgaria and Lithuania.
Every step was documented by a mobile team and internal videos where presented through the internal channels. The material was also used by external media who verified the project along the way. The biggest trade magazine followed the work in Benin and Comfort’s own magazine played a key role in building internal ambassadors.


Comfort is Sweden’s largest confederation of plumbers. In spring 2011 their internal tracking showed that co-workers lacked a sense of pride sharing the company name. Taking pride in your work is probably the most important aspect of human resources. And pride comes from knowing that your job serves a purpose. But how do you boost pride among plumbers?


Comfort initiated a project designed to secure safe water for the people that need it the most, and established a long time partnership with the global NGO SOS-Kinderdorf. Comfort knows water and SOS Kinderdorf knows where the needs are most urgent.
To unite the franchise and gain approval of the project, Comfort needed more than just words.
The key to success was to invite the plumbers and give them the opportunity to contribute with their knowledge. By engaging the plumbers with a key role, Comfort created internal ambassadors that spread the word and verified the project. The plumbers volunteered by contributing with their expertise to solve the needs at SOS Kinderdorfs facilities with custom made water purification plants.
With a clear message and true entrepreneurship, the project was also communicated to media in order to get third party approval to be used as proof of relevance in the internal communication.