What the brand needed

With the work-from-home movement in full force, employee engagement and interaction are difficult to get right. ViacomCBS Networks Africa needed a virtual, internal campaign that would drive both engagement and culture, as well as educate staff on important viewership data. The entertainment powerhouse wanted to immerse their employees in the lives of MTV, MTV Base, Comedy Central and BET’s viewers – without any staff needing to leave their homes.

Insights and execution

Clockwork created a series of educational and interactive mailers, desk drops, videos and quizzes to bring the quirky viewer profiles to life. From a Benoni-born Insta-scroller to an embarrassing Phil Dunphy-esque dad, ViacomCBS employees used this collateral to get up close and personal with the viewers that make their channels tick.

Their incentive for engaging? A final game-show-style event where two of the company’s highest scorers would battle it out for the Meet the Viewer crown… and a luxurious weekend away for two at Sun City.

The live quiz showdown took place (virtually) during a ViacomCBS meeting and was hosted by professional quizmaster Dayle Mallison who encouraged the rest of the team to join in on the fun.

The results

The campaign was a win, and it successfully encouraged staff to engage with the viewer profiles. ViacomCBS agreed that employees loved the quiz format and that participating was fun and exciting for everyone.

This was a welcome change. Previously, ViacomCBS struggled to engage employees in internal communication campaigns when they were held in the office. For the Meet the Viewer campaign, the combination of bite-sized information contained in emails, the quiz format and the incentive of a prize resulted in a well-attended, vibey virtual event.

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