OPEN SATURDAY by Nhn Korea for Nhn

Adsarchive » Promo , Case study » Nhn » OPEN SATURDAY

OPEN SATURDAY

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market South Korea
Agency Nhn Korea
Released September 2012

Credits & Description

Category: Internal Communications
Advertiser: NHN
Product/Service: COMPANY IMAGE
Creative Director/Head of Marketing Center: Jo Hang Soo (NHN)
Project Director/Chief Designer: Kim Seung Eon (NHN)
Art Director/Lead Designer: Kim Myung Soo (NHN)
Planner/Lead Marketer: Kwon Myo Jin (NHN)
Planner/Marketer: Oh In Sook (NHN)
Graphic Design/Senior Designer: Son Seung Hye (NHN)
Graphic Design/Designer: An Eun Kyeong (NHN)
Graphic Design/Designer: Park Eun Sook (NHN)
Graphic Design/Designer: Kim Ju Young (NHN)
Media placement: Space - NHN Corp. - 27 November, 2010

Summary of the Campaign
As the leading company of the online search & games industry, NHN has been growing rapidly for the past 10 years.
However, the products that NHN provides are intangible, and there has been a limitation in how far the executives and staffs of NHN could convey the values of NHN, or its vision to employees.

In order to provide a solution to this problem, NHN has invited the families of company employees to the newly designed office building, which was set out to be an impressive regional landmark, to show them that it does not only exist within cyberspace, but also in the 'real' world. To accomplish this, NHN has created a family visiting program that provided an opportunity to the families with a chance to realize physical presence of the company.

NHN opened up its doors to everyone on Saturdays to prevent any security problems and to avoid disturbing the employees during work hours, and created a guided tour path that provides an opportunity to visitors with a chance to experience the unique corporate culture of NHH, an online company.
Also, this provides the employees who invited their families with a chance to be tour guides, feeling pride and ownership.

The Situation
Green Factory is the headquarters of NHN, a 10-year old corporation in Korea.
NHN built this building to express its gratitude to the employees who have worked together for 10 years and to provide a place where every employee can cheerfully work in the future.
However, according to the annual survey of employees, their pride and affection for the company have decreased every year.
In order to solve this problem, NHN decided to hold a program of inviting family and relatives of the employees to Green Factory with the intention of introducing them NHN's unique working environment, and restoring employee pride for the building and the company.

The Goal
To improve NHN's image and increase the pride and the ownership of the employees by inviting its employees and their families to the new office building.

The Strategy
1. In order to deliver the values of a company that provides intangible services, and to increase the confidence in the company, invite people to a real space, in the real world.

2. By enhancing NHN's brand image and gaining more trust from the families of its employees, they would feel more proud of the office building and the company.

Execution
- NHN opened up its doors to everyone on Saturdays to prevent any security problems and to avoid disturbing the employees during work hours;
- and created a guided tour path that provides an opportunity to visitors with a chance to experience the unique corporate culture of NHH, an online company.
- Also, this provides the employees who invited their families with a chance to be a tour guide, feeling pride and ownership.
-The families who participated in the visitor program were encouraged to send a letter to the employee who invited them, full of impression and encouragement.
- The company also provided the guide book, the cafeteria, and coupons to allow the visitors to enjoy their time at the office.

Documented Results
According to the visitor survey:
their awareness of NHN rose by 35% and its brand image rose by 40%, respectively.

Number of visitors per visit: 900
(A 320% increase when compared to the first visit).

According to the survey taken from the executives and staffs of NHN,
'The company cares about the life quality of employees' - trust in the company: increased by 31%
'Proud to be a member of the company' – Pride: increased by 25%.
'I feel that I am an important member of the company' – a sense of belonging: increased by 18%.