Humanizing HR

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Challenge:

Cingular couldn’t figure out why their 20-something employees weren’t taking advantage of the valuable benefits they offered.

So they asked Armchair to find a better way to communicate company benefits to a Gen-Y audience.

Solution:

Armchair exchanged the outdated benefits brochure for a platform Cingular’s younger audience was familiar with: the web.

We created the “Straight Talk” intranet site, exchanging jargon-heavy fine print for plain language, organized design, and engaging graphics.

Using custom photography and 3-D animation, we developed characters that visitors could relate to. These characters executed playful, real-world scenarios that walked Cingular employees through their benefits and how to use them.

Results:

By replacing lengthy text explanations with an interactive destination, our Straight Talk site made Cingular benefits accessible, friendly and compelling to employees.

Users spent more time engaged with the site and frequently shared it with their peers.

As a result, this sub-site received more traffic than the rest of Cingular’s intranet combined, and click-through rate for benefit enrollment skyrocketed.