ABOUT

BACKGROUND:

At the end of one of the most disrupted years any of us is likely to remember, Microsoft UK gave an innovative, yet heartfelt “thankyou” to its widespread home-isolating workforce.

2020’s COVID-19 pandemic hit everyone hard in so many different ways. For those in office-based jobs, it meant navigating the switch to remote working with virtually no notice and running attention-demanding projects from kitchen tables whilst simultaneously home-schooling children. For many, whilst also battling feelings of isolation.

Without the resilience and drive of their workforce, many organizations would have crumbled. Some of those companies recognised the very real need to thank their teams in recognition for the fantastic job they've done in very challenging circumstances.

Microsoft UK has always made thanking its people a point of pride and employees fondly their annual ‘End of Year Party’ as something to look forward to. For the past two years, Microsoft have hosted festive celebrations at Battersea Evolution with a full production, three course meal, entertainment, photobooths, bumper cars and celebrity performances from the likes of Stereophonics and Rudimental.

Then along came COVID. Making an in-person event for 2020 an impossibility. And with month after month of working from home, and people tired of sitting in front of screens, the prospect of any festive magic being conjured up was also looking equally impossible.

Microsoft UK needed something that did the vital job of making their employees feel valued, while capturing the magic of the traditional end-of-year party. Whilst being sensitive to employees' differing circumstances and backgrounds, as well as operating within the constraints of government-mandated restrictions.

What Microsoft UK needed was a virtual branded content experience that was so engaging it conquered the scourge of screen fatigue and brought genuine festive cheer to the whole workforce. Around 4,500 hardworking, professional people who’ve worked even harder than usual this last year, that need to blow off some steam, indulge their own interests, and spend time with their families.




IDEA:

Running the risk of sounding a bit ‘Greatest Showman’, the plan was for Microsoft UK to thank its workforce with “a pandemic-defying, end-of-year celebration to remember”.

By programming a series of virtual events championing fun, togetherness and charitable giving whilst also considering the following implications:

Demonstrate Real Empathy: Whatever form staff entertainment takes, it must be highly sensitive to the difficulties people were facing during the pandemic.
Inclusivity is Paramount: Microsoft UK is committed to equal employment and ensuring all staff are treated with dignity and respect. With such a diverse workforce, any event or experience must be inclusive by design.
Above All - Make it Fun: Even the most enthusiastic technophile is susceptible to screen fatigue. Whatever the content was, it had to be interesting and fun enough to be recognised as a treat and get people engaged, despite being on-screen.

To deliver on this ambition, a three-tiered strategy was adopted:

Build-Up
Because Microsoft UK teams had been working from home for so long, and with generalised year-end fatigue setting in, using a singular ‘Big Bang’ approach risked falling flat due to lack of engagement. To create a buzz of anticipation and get teams talking, the experience needed to build-up over time, culminating in something extra special.

Blending Virtual and Physical
Believing that change is as good as a rest, and although limited by the remote working situation, experience design could not be exclusively passive and screen based.

Emphasis on Togetherness
Nothing quite captures the shared joy of a lively party dancefloor, so in a year spent mostly apart from others, the celebration demanded an emphasis on bringing colleagues and teams together through non-work activities.

‘2020 Unwrapped’ was created as a bespoke, 14-day festive extravaganza for the edification and enjoyment of all Microsoft UK employees.

Taking cues from commonly celebrated winter festivals, this inclusively secular end-of-year branded-content ‘event’ gave thanks to UK employees for their incredible work with opportunities to reflect, give back, well-deserved treats and ‘little moments of magic’.

Fourteen working-days of ramping up collective excitement with a very-merry calendar of interactive gifts and daily treats for employees to virtually ‘unwrap’. Plus fun engaging activities, charitable acts of kindness, and general festive cheer bringing Microsoft UK people together in readiness for the celebratory grand finale: ‘The Big Wrap Up Show’.

2020 Unwrapped was delivered to employees as a series of gifts and participatory virtual experiences. From a ‘Workout with Joe Wicks’ to ‘Flower Arranging with Simon Lycett’. From the sharing of inspirational volunteer stories to donations made in employees’ names to charities of their choice. All dressed-up in a fun festive look & feel.

On each of 14 working days, every employee was invited to visit their own personal advent-style calendar, hosted on a staff-only microsite, where they could virtually unwrap their gift of the day. Each experience being designed to fit into their working day without disruption, and many encouraging participation of their families and households.

A clear communications strategy reinforced a ‘Togetherness’ message throughout the celebration period, prompting employees to share personal experiences with each other through Microsoft UK’s internal Yammer platform. All staff were also encouraged to share photos of their participation through an embedded mosaic creation app. The resulting artwork being used as the company’s seasonal greetings card.

The 14-day series culminated in a star-studded grand ‘thank you’ finale: ‘The Big Wrap Up Show’. A broadcast quality, high production value, branded-content entertainment extravaganza streamed live into the living rooms of Microsoft UK employees.

Hosted by the inimitable Richard Ayoade, who encouraged employee viewers to interact with on-screen action via Yammer, the show featured a glittering gathering of notable star guests:

Abandoman performing improvised raps based on the audience’s Yammer suggestions. Jimmy Carr hosting a festive quiz with selected employees playing along live on screen.
Alex Horne officiating over a bespoke round of Taskmaster.
Whilst Craig David and Paloma Faith delighted with live musical performances.

With all entertainers bringing joy and a healthy dose of mild irreverence to the party, ‘The Big Wrap Up Show’ provided the perfect opportunity for employees and their households to let their hair down and have some much-needed fun after a seriously tough, uncertain year.




RESULTS:

Charity & Giving
Reward Donations Total: £165,100.00
Number of Employees Who Donated: 3,308 (of approx. 4,500 staff)
Percentage of Giving Goal Reached: 94%
Percentage of Initial Seeded Amount Donated: 75%
Top 5 Employee Elected Causes: The Trussell Trust, Crisis UK, MIND, Age UK, Disasters Emergency Committee

Webpage Statistics
13,625 Total Visits
3,954 Unique Visits (of approx. 4,500 staff)
21,579 Page Views

Live Stream Event Views
Outside Inspiration (Helena Kim): 560 views
Wellness Wednesday (Tim Spector in conversation with Rich Ellis): 555 views
Green Fingered Masterclass (Simon Lycett): 190 views
Get into Volunteering (Microsoft Philanthropies): 202 views
Wellness Wednesday ( Joe Wicks): 549 views
The Little Wrap-Up Show (Joe Jangles): 311 views
The Big Wrap-Up Show: 2,368 views

Total Yammer Engagement (2020 Unwrapped + The Big Wrap Up Show)
Total Active Users: 4,290
Total Posted Messages: 1,320
Total Message Reactions: 2,480

Following the successful delivery of the Togetherness message of the seasonal ‘Unwrapped’ campaign, Microsoft UK is planning a second campaign. To reinforce employee engagement and moral, throughout lockdown restrictions in 2021, with similarly vibrant branded content support for employees.