With the national «Work From Home Day», Microsoft in Denmark wanted to put productivity and balance on the agenda and at the same time position themselves as part of the solution.
Microsoft wished to set productivity on the agenda in Denmark. The focus was on increasing the country’s productivity, strengthen the company’s competitive position, as well as find a good balance between work and leisure among employees. Microsoft is in constant dialogue with the company’s IT-personnel, but the task also demanded dialogue with other employees, the HR department and management to create a positive atmosphere and increase the tempo in the company.
We coordinated a co-operation between the Danish Department of Science, Telenor, Danish business life and Danish Metal. The strategy was to focus on how companies provide their employees with the option of flexibility in their work. With an employer’s organization, a labor union, an IT-company and a ministry, we created interest in the media in news that touched both the occupation and employee perspective.
The national «Work from home-day» was launched about a month before the planned date to generate interest around the day while at the same time ensuring that people participated. The campaign contained PR, PA and social media to achieve the greatest effect.
With a structured activity plan you achieve good results. We proved this through the 220 articles that were generated over the campaign period. In particular, we received lots of attention on TV, radio through several Ritzau-articles, and large stories in Berlingske, JP and Børsen. All co-operation partners were satisfied with the result and the project is used as a «Best Practice» in the Microsoft group in Europe.