Generation Y and the Workplace Annual Report 2010 - Haworth

44
Global WorkPlace Innovation
Brandocracy
When iDEA was approached to produce an online
survey we had a very open brief: design the survey
to be mainly image-based, work around the
journey of the respondent to and through work.
iDEA worked with their predominantly
Generation Y design team to produce an
engaging interactive experience, one that
provided as well as collected information.
The Generation Y is not only web savvy but also
has an unwritten set of rules on how and when
to share personal information. Taking this into
account, our early recommendations were to
create a stand-alone non-corporate brand and
invite participates through viral campaigning.
The main survey has been designed using
Flash to enable the user to interact and travel
through the survey in more of an online gaming
/ learning style than that of a traditional tick box
questionnaire. Whilst still maintaining a structured
backend database to allow for dynamic online
survey interrogation, the survey projects a lighthearted
quirky style to encouraging users to
engage with the project.
The Generation Y
don’t just adapt to new
ways of doing things in
the digital realm, they
internalize them and
make them their own.
Copyright © 2010, Johnson Controls. Confidential. All Rights Reserved.
Intellectual Property Johnson Controls, Haworth and iDEA.
As many from our target audience are unfamiliar
with Workplace terminology and may have never
experienced an office environment, much of the
questioning has been formatted to illustrate the
terminology used.
The survey experience visually builds the user’s
perfect office as they progress through the survey.
At the end of the survey, they are presented with
their office profile in a format they can share with
friends on their own social network site.
We agreed, to a certain extent, to hide the corporate
brand and develop the Oxygenz identity. In
addition to the main survey, a Facebook game and
several social group applications were developed.
Supportive gorilla campaigning added to the non
corporate brand image with world landmark stickers
being shared on Facebook and Flickr.
By linking and sharing related collateral to these
social sites, we introduced an element of brand
comfort and familiarity. It was essential to create a
network of Oxygenzers and maintain their level of
engagement throughout the period of the study.
45