Hello work. Meet fun and games.
The challenge
Success came overnight for King. The launch of smash hit Candy Crush Saga transformed them from a small games company into a major player, in the space of six months. Rapid growth, global expansion and an IPO soon followed, as did the need for a handbook that would unite and excite 1400 employees (and counting). It was time to get Seriously Playful. On paper. Or PDF, as it turned out.
The solution
First, we suggested a bitesize handbook in the style of a Viewmaster 3000 (see Pitches, Pipedreams and WIP section). But budgets being budgets, we settled for an interactive – and highly updatable – PDF (important for a company that evolves as quickly as King). We developed ‘Kinglish’ – King’s employer brand tone of voice that oozed casual intelligence, and used it to craft the kind of copy you’d put your feet up with a hot cup of something to read.
The results
Sent to every employee, new and existing, the handbook contributed to a 16% improvement in communication (annual employee survey), and has won its owners awards and slaps on the back from the industry and beyond for it’s fun approach to the serious business of onboarding.
Awards
CIPD RMAs 2015 – Best Use of Copywriting
Designer: Simon Taylor