How to make the time sheeta subject to all employees?Let’s be frank: filling the time sheet is one of the worst things of theprofessional world. The so called “necessary evil”, something that theemployees see as an exclusive need of the finance department, andeven as a way of their bosses to demand that you show you are reallyworking. Everybody leaves it to the last minute, which leads to lowprecision data, affecting all the checking system of a company.This Project shows how to transform so unpleasant a subject as thetime sheet in a subject for all the company, making the filling index toreach 90% using a technological approach to speak directly to thetarget public in thinking about this communication as something thatimproves the consumer’s life,even if this means a glass of beer
During the year of 2011 the agency began a repositioning of the workand image structure, seeking “speaking less and doing more”, toexplore different means and to embrace a truly global culture. But, asin all repositioning, the clients take a long time to perceive andembrace the change, and we needed to show that we really believe inthis vision. So we faced a curious situation of having ourselves asclients and, therefore, we needed a real, internal challenge to attack.The opportunity arrived with the implementation of a new system oftime sheet for all the companies of the group, developed internally,which needed high adherence of the team in all the offices of thenetwork: the new time sheet is much easier to fill, but you’ll stillloose some minutes a day detailing your tasks.
The standard creative process is communicating the concept in the most creative way possible, capturing and interrupting the attention of the target public to convey an image. First, you buy the attention — from a TV commercial to a space on a wall or an e-mail from the boss — for then to convey the message. But who is interested in knowing about the new version of the time sheet program and, even worse, that it must to be filled every day?4/11 Mon 04/12 Tue 04/13 Wed 04/14
The standard approach would be to communicate “Fill yourtimesheet”! It’s good business” using billboards, a jingle, a funnycharacter — No Time Sheet Billy — or even a funny viral on YouTube.None of these approaches would work to change the habit of anemployee, something that is not seen as an important part of his day.Any message would soon become a joke among the employees,reinforcing the concept we want to change, that to fill the time sheet isnot cool.We needed to reverse the logic: conveying a message to the targetpublic that would be passed ahead by itself, earning the attentionof their friends. To achieve this result, our approach began with thefollowing insight:
The solution was to create something which was useful to thetarget public before anything else, so then the objective inquestion would be achieved as a result of this usefulness.Something people could see first as useful to them, regardless ofbrand, but still with the brand unequivocally linked. Gamification,design thinking, social engagement, brand utility… deep down, allthese terms converge to the central point of our approach: make things people want.
We had to attack the problem the same way done in the creation of aproduct or a technology startup: solving consumer’s real problems(even if superfluous) instead the creation of a message. A billboard, aTV commercial or hotsite don’t make the consumer’s life any betterafter the 3 seconds of laughter seeing the creative. With luck, theadvertised product will solve his life, not the campaign. Campaigns arenot useful, hotsites and Facebook apps are literally useless in theirvast majority, they are things that will not live in the consumer’s mindfor long. The secret of the so-called new communication partly is: usingit to solve people’s problems and, as a bonus, to solve the brand’sproblems, building things that live somewhere between product andcommunication piece.If I mention your brand to my friend, it is not because Ilike your brand, it is because I like my friend.
Making something people wantTo insert time sheets in the conversations we used as platform its realopposite in the employees’ preference: Friday’s happy hour. Ifeverybody fills the time sheet the happy hour is on the bosses.We connected the working hours database to a fridge at the companybar, full of beer and a lock (connected to a 12-hour battery) that isunlocked if, and only if, 90% of the employees fill the time sheet untilthe time of the happy hour (we left 10% as margin for people onvacation or outside the office).A panel on the side of the fridge shows to everybody, in real time, howthe filling of the week is doing, making divulging the message “fill yourtime sheet” to be everybody’s responsibility.
Happy Hour, Happy ClientFor the employeesImmediately after the installation of the fridge in 3 of our offices theprimary objective was met: we generated a talk and removed the fillingof the HR and from the “boring thing list”. The fridge and the timesheet entered the talk of the week. The team morale was high andspontaneously the employees started to send e-mails to thecolleagues, asking them to fill the time sheet as a positive thing, evenfor celebrations:Guys, free beer, today, to celebrate the Lions in Cannes!!!!!Pinheiro, LeandroSent: Friday, June 22, 2012 5:2 PMFor that, fill the time sheet, for God’s sake!!!!We won 2 lions. And there is a shortlist still competing.Greetings
For the agency’s imageThe Project also was useful as a PR tool for the agency, first as animage positioning within the global group as an innovative and relaxedoffice.
For the client(the finance department)The important thing: thetime sheets are being filledon time and until today thefridge opens in celebrationon Fridays.