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Drink timesheet

Cristiano Dias
Cristiano Dias

This project aimed to increase employee time sheet completion rates from 10% to 90% by gamifying the process. They installed a locked beer fridge at the office that would only unlock if 90% of employees completed their weekly time sheets. A display on the fridge showed the real-time completion rate, making employees accountable to each other. This approach solved employees' real problem of wanting beer on Fridays while achieving the company's goal of timely timesheet submissions. It created buzz around the office and improved employee morale.

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Drink timesheet
How to make the time sheet a subject to all employees? Lets be frank: filling the time sheet is one of the worst things of the professional world. The so called necessary evil, something that the employees see as an exclusive need of the finance department, and even as a way of their bosses to demand that you show you are really working. Everybody leaves it to the last minute, which leads to low precision data, affecting all the checking system of a company. This Project shows how to transform so unpleasant a subject as the time sheet in a subject for all the company, making the filling index to reach 90% using a technological approach to speak directly to the target public in thinking about this communication as something that improves the consumers life, even if this means a glass of beer
During the year of 2011 the agency began a repositioning of the work and image structure, seeking speaking less and doing more, to explore different means and to embrace a truly global culture. But, as in all repositioning, the clients take a long time to perceive and embrace the change, and we needed to show that we really believe in this vision. So we faced a curious situation of having ourselves as clients and, therefore, we needed a real, internal challenge to attack. The opportunity arrived with the implementation of a new system of time sheet for all the companies of the group, developed internally, which needed high adherence of the team in all the offices of the network: the new time sheet is much easier to fill, but youll still loose 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 your timesheet! Its good business using billboards, a jingle, a funny character No Time Sheet Billy or even a funny viral on YouTube. None of these approaches would work to change the habit of an employee, 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 is not cool. We needed to reverse the logic: conveying a message to the target public that would be passed ahead by itself, earning the attention of their friends. To achieve this result, our approach began with the following insight:
The solution was to create something which was useful to the target public before anything else, so then the objective in question would be achieved as a result of this usefulness. Something people could see first as useful to them, regardless of brand, but still with the brand unequivocally linked. Gamification, design thinking, social engagement, brand utility deep down, all these 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 a product or a technology startup: solving consumers real problems (even if superfluous) instead the creation of a message. A billboard, a TV commercial or hotsite dont make the consumers life any better after the 3 seconds of laughter seeing the creative. With luck, the advertised product will solve his life, not the campaign. Campaigns are not useful, hotsites and Facebook apps are literally useless in their vast majority, they are things that will not live in the consumers mind for long. The secret of the so-called new communication partly is: using it to solve peoples problems and, as a bonus, to solve the brands problems, building things that live somewhere between product and communication piece. If I mention your brand to my friend, it is not because I like your brand, it is because I like my friend.
Making something people want To insert time sheets in the conversations we used as platform its real opposite in the employees preference: Fridays happy hour. If everybody fills the time sheet the happy hour is on the bosses. We connected the working hours database to a fridge at the company bar, full of beer and a lock (connected to a 12-hour battery) that is unlocked if, and only if, 90% of the employees fill the time sheet until the time of the happy hour (we left 10% as margin for people on vacation or outside the office). A panel on the side of the fridge shows to everybody, in real time, how the filling of the week is doing, making divulging the message fill your time sheet to be everybodys responsibility.
Drink timesheet
Happy Hour, Happy Client For the employees Immediately after the installation of the fridge in 3 of our offices the primary objective was met: we generated a talk and removed the filling of the HR and from the boring thing list. The fridge and the time sheet entered the talk of the week. The team morale was high and spontaneously the employees started to send e-mails to the colleagues, asking them to fill the time sheet as a positive thing, even for celebrations: Guys, free beer, today, to celebrate the Lions in Cannes!!!!! Pinheiro, Leandro Sent: Friday, June 22, 2012 5:2 PM For that, fill the time sheet, for Gods sake!!!! We won 2 lions. And there is a shortlist still competing. Greetings
Drink timesheet
For the agencys image The Project also was useful as a PR tool for the agency, first as an image positioning within the global group as an innovative and relaxed office.
Drink timesheet
Drink timesheet
Drink timesheet
Drink timesheet
Drink timesheet
For the client (the finance department) The important thing: the time sheets are being filled on time and until today the fridge opens in celebration on Fridays.

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Drink timesheet

  • 2. How to make the time sheet a subject to all employees? Lets be frank: filling the time sheet is one of the worst things of the professional world. The so called necessary evil, something that the employees see as an exclusive need of the finance department, and even as a way of their bosses to demand that you show you are really working. Everybody leaves it to the last minute, which leads to low precision data, affecting all the checking system of a company. This Project shows how to transform so unpleasant a subject as the time sheet in a subject for all the company, making the filling index to reach 90% using a technological approach to speak directly to the target public in thinking about this communication as something that improves the consumers life, even if this means a glass of beer
  • 3. During the year of 2011 the agency began a repositioning of the work and image structure, seeking speaking less and doing more, to explore different means and to embrace a truly global culture. But, as in all repositioning, the clients take a long time to perceive and embrace the change, and we needed to show that we really believe in this vision. So we faced a curious situation of having ourselves as clients and, therefore, we needed a real, internal challenge to attack. The opportunity arrived with the implementation of a new system of time sheet for all the companies of the group, developed internally, which needed high adherence of the team in all the offices of the network: the new time sheet is much easier to fill, but youll still loose some minutes a day detailing your tasks.
  • 4. 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
  • 5. The standard approach would be to communicate Fill your timesheet! Its good business using billboards, a jingle, a funny character No Time Sheet Billy or even a funny viral on YouTube. None of these approaches would work to change the habit of an employee, 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 is not cool. We needed to reverse the logic: conveying a message to the target public that would be passed ahead by itself, earning the attention of their friends. To achieve this result, our approach began with the following insight:
  • 6. The solution was to create something which was useful to the target public before anything else, so then the objective in question would be achieved as a result of this usefulness. Something people could see first as useful to them, regardless of brand, but still with the brand unequivocally linked. Gamification, design thinking, social engagement, brand utility deep down, all these terms converge to the central point of our approach: make things people want.
  • 7. We had to attack the problem the same way done in the creation of a product or a technology startup: solving consumers real problems (even if superfluous) instead the creation of a message. A billboard, a TV commercial or hotsite dont make the consumers life any better after the 3 seconds of laughter seeing the creative. With luck, the advertised product will solve his life, not the campaign. Campaigns are not useful, hotsites and Facebook apps are literally useless in their vast majority, they are things that will not live in the consumers mind for long. The secret of the so-called new communication partly is: using it to solve peoples problems and, as a bonus, to solve the brands problems, building things that live somewhere between product and communication piece. If I mention your brand to my friend, it is not because I like your brand, it is because I like my friend.
  • 8. Making something people want To insert time sheets in the conversations we used as platform its real opposite in the employees preference: Fridays happy hour. If everybody fills the time sheet the happy hour is on the bosses. We connected the working hours database to a fridge at the company bar, full of beer and a lock (connected to a 12-hour battery) that is unlocked if, and only if, 90% of the employees fill the time sheet until the time of the happy hour (we left 10% as margin for people on vacation or outside the office). A panel on the side of the fridge shows to everybody, in real time, how the filling of the week is doing, making divulging the message fill your time sheet to be everybodys responsibility.
  • 10. Happy Hour, Happy Client For the employees Immediately after the installation of the fridge in 3 of our offices the primary objective was met: we generated a talk and removed the filling of the HR and from the boring thing list. The fridge and the time sheet entered the talk of the week. The team morale was high and spontaneously the employees started to send e-mails to the colleagues, asking them to fill the time sheet as a positive thing, even for celebrations: Guys, free beer, today, to celebrate the Lions in Cannes!!!!! Pinheiro, Leandro Sent: Friday, June 22, 2012 5:2 PM For that, fill the time sheet, for Gods sake!!!! We won 2 lions. And there is a shortlist still competing. Greetings
  • 12. For the agencys image The Project also was useful as a PR tool for the agency, first as an image positioning within the global group as an innovative and relaxed office.
  • 18. For the client (the finance department) The important thing: the time sheets are being filled on time and until today the fridge opens in celebration on Fridays.