Mountain View leads the happiness movement through
Mountain View leads the happiness movement through
Background
Mountain View is a leading Egyptian real estate company whose vision and mission have always centred on “developing the land and spreading happiness among those around us”. It is a partner of the Delivering Happiness (DH) organisation – a US-based coaching and consultancy firm that has worked with Google, Facebook and Dubai Government among others – and the official DH parent in Egypt. As well as applying DH principles to its own headquarters, Mountain View factored DH principles into its new international business hub Heartwork.
With Cairo’s urban sprawl and economic growth, corporations are looking to expand and upgrade in New Cairo’s commercial zones and new office parks, the market traditionally competes over per-meter prices and location. As more and more millennials and generation Z enter the workforce, the traditional fancy yet cold work places are becoming out of touch with the new world.
Challenge
The challenge was to develop a new office business park with a unique proposition that differentiates Heartwork from the rest of the market while still appealing to the business community that is used to the traditional type of office spaces.
Insight
The preparation involved workshops with Delivering Happiness and the global master planner, CRTKL. The concept was tested with local partners and real estate brokers, revealing mixed reactions that were skeptical at times and encouraging at others.
A key insight was in the dominant frustration among hundreds of thousands of unhappy employees across different white collar sectors in Egypt.
Mountain View’s strategy for launching Heartwork depended on two key steps: The first step was to significantly promote Mountain View’s HQ and show the happy work environment it has developed for its employees; which eventually led to step two which was to turn thousands of unhappy employees into agents promoting Mountain View Happy work environment to lay the ground for introducing Heartwork.
Campaign
Aiming to launch Heartwork with its innovative positioning, the 4 phased campaign was strategically designed to create a communication build up that would lead to triggering the need for happy workplaces.
Phase 1: Generic Hype about Happiness in the workplace
Create unbranded native conversation and memes using “happiness at work” related topics on the top 4 radio channels, and on high fan base sarcasm pages was brilliant. This pressed on the key pain points among white collars and paved the ground for branded content.
https://www.facebook.com/TheGlocal/videos/414937359415034/
Phase 2: Scientific Approach to Happiness
The scientific aspects of happiness were introduced in the second phase through hosting & organizing “Future Office Summit” with global speakers attended by HR leaders, as well as holding interviews for Mountain View experts over the radio explaining the great innovation.
Phase 3: Branded Content Associating Mountain View to Happiness
After the first 2 phases the need for happy workplaces was triggered and dramatized laying the ground for Mountain View to lead the Happiness movement by introducing its happy HQ.
Mountain View opened its new HQ to museum-like tours; picking up a prank with a famous radio presenter and social media influencer, Marwan Younes, Mountain View invited him over to experience all the happiness aspects in its HQ. This created a massive association between Mountain View and happy workplaces.
https://www.facebook.com/270469959819045/videos/2492085560839974/
https://www.facebook.com/109693230511870/videos/511204546165939/
Phase 4: Heartwork Launch
The buzz created coincided with launching an iconic outdoor campaign with more than 300 faces in one location portraying the young brand identity of Heartwork, while print ads and advertorials ran in business magazines. The digital assets of Heartwork were launched along with a highly targeted strong lead generation campaign. A big launch event for commercial real estate brokers was held to launch the project.
Results
Heartwork’s first phase sold out in 24 hours, while Mountain View received more than 60 requests from local and international firms for happiness consultancy. Heartwork’s social channels received more than 15.1 million views and 330,000 interactions. There was a ripple effect as other companies and content creators began discussing happiness and taking initiatives. And those ripples have spread internationally; Mountain View has since been invited to the biggest international real estate conferences including MIPIM in Cannes and IFMA in Amsterdam to talk about happiness in the workspace.
