Technology Category
- Application Infrastructure & Middleware - Event-Driven Application
- Robots - Cartesian Robots
Applicable Industries
- Buildings
- Healthcare & Hospitals
Use Cases
- Time Sensitive Networking
About The Customer
Alight Solutions is a leading provider of integrated benefits, payroll, and cloud solutions. The company was founded in 2017 and has since grown to become a strategic partner for businesses looking to enhance their HR capabilities. In 2021, under new leadership and in preparation for their IPO, Alight pivoted from simply selling HR products to ambitiously adding value to the C-suite through a happier, healthier workforce. Amid a global health crisis, the company recognized the importance of the health, wealth, and wellbeing of workers and aimed to address the pressing issue of The Great Resignation.
The Challenge
Alight, a leading provider of integrated benefits, payroll, and cloud solutions, faced a significant challenge in 2021. With new leadership and M&A in preparation for their IPO, the company was transitioning from selling HR products to adding value to the C-suite through a happier, healthier workforce. This shift was particularly crucial amid a global health crisis where the health, wealth, and wellbeing of workers became a top priority for every leader. The company aimed to address one of the most pressing problems of our time: The Great Resignation. However, reaching and influencing the C-suite, a total addressable market of 1.4 million, was a daunting task. The challenge was to create a bold, provocative campaign that would resonate with this audience and position Alight as a solution to the workforce crisis.
The Solution
Alight partnered with Iris to launch a multimillion-dollar, 360 integrated awareness campaign titled 'Welcome to the Employee Economy'. The campaign was comprehensive, including broadcast, digital, social, events, and out-of-home (OOH) elements. Premium placements were used to bring the bold messaging to places the C-suite was already looking. Two major tentpole events were a CNBC sponsorship led by a linear TV spot on Squawk Box, supported by digital, social, and event activations, and an integrated partnership with Business Insider that included social, editorial, digital sponsorships, and a custom featured article. Other strategic placements included audio ads on streaming services, podcasts, and national/local radio, banner ads and video on C-suite-targeted websites, and OOH in major cities that leveraged traditional billboard/poster placements as well as digital screens in office buildings and airports.
Operational Impact
Quantitative Benefit
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