Microsoft
Infrequent Flyer Program
BRIEF
As part of McCann Worldgroup's mission to become net zero by 2030, we were asked to crack what could probably be the biggest brief of our lives: To find new ways of reducing carbon emissions within the MW network, within our Client's business or for the world at large.
The problem: Fighting climate change feels like fighting against the very idea of human progress.
The audience: The conscious collective, those who while being concerned about climate change and carbon emissions still vacillate between wanting to do more for the planet and the desire to live a full life.
The catch: Every idea had to either reveal new and surprising sources of waste/pollution, or to reveal surprising barriers to behavior change.
IDEA
A rewards scheme for all Microsoft Teams users who opt to join cross-country calls instead of incurring transport emission by traveling for work. The greater the distance, the better the rewards.
EXECUTION
Whenever a user joins a Teams call from a different location than their assigned office, the distance between all the users joining the call from away will translate into points added to their totals.
Infrequent Flyer points can be redeemed for stay-home versions of typical frequent flyer gifts or experiences, like luggage dust covers [to protect your suitcase while you don't use it], hotel-style slippers [to recreate the hotel experience at home], and spa vouchers redeemable only in their immediate area to keep the users close to home.
POTENTIAL RESULTS
Reduced carbon footprint:
The core benefit would be a decrease in travel-related emissions due to increased usage of Teams calls. This aligns with growing environmental concerns and Microsoft's potential sustainability goals.
The core benefit would be a decrease in travel-related emissions due to increased usage of Teams calls. This aligns with growing environmental concerns and Microsoft's potential sustainability goals.
Increased team collaboration:
The program could incentivize participation in cross-country calls, potentially leading to more frequent and effective collaboration between geographically dispersed teams.
The program could incentivize participation in cross-country calls, potentially leading to more frequent and effective collaboration between geographically dispersed teams.
Improved employee satisfaction:
Employees who appreciate the convenience and flexibility of remote work might be more satisfied with the company's work culture. Earning rewards for staying home could further boost morale.
Employees who appreciate the convenience and flexibility of remote work might be more satisfied with the company's work culture. Earning rewards for staying home could further boost morale.
Positive brand image:
Microsoft could establish itself as a leader in promoting eco-friendly business practices, potentially attracting environmentally conscious employees and clients.
Microsoft could establish itself as a leader in promoting eco-friendly business practices, potentially attracting environmentally conscious employees and clients.
