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ASK - Kite launch animation

Background:

Global organisation ASK specialise in maximising the profit a business can generate from training its employees and coaching their management teams. They do this by, amongst other things, providing a transfer and apply programme alongside any training to ensure its embedded properly and multiplies the value of staff performance.

Challenge:

ASK was launching The Kite Foundation as a charity to raise funds for good causes around the world. The revolutionary foundation planned to achieve its objectives by encouraging businesses to adopt ASK's 'Kite' tool to facilitate the 'transfer and apply' training process. As each milestone is reached, the company, by way of paying for the 'transfer and apply' process, donate a small amount to a nominated cause. The challenge was to find a way to explain this principle and encourage HR professionals to take notice and share the idea virally.

Solution:

An animation set to Nina Simones iconic track 'Take me to The Water' was created where a penguin hatches in a tree (yes a tree) to discover he is a long way from where he wants to be. After forgetting his training, a kite helps him on his way. The animation was uploaded to various video hosting sites and emailed to a database of contacts to spread the word. A press launch event in London was held to inform and educate key clients and the industry media. The animation played a key introductory role in the event.

Results:

100 people attended the launch event in London and as a direct result 100 people have signed up already from four different global organisations - two UK, one US and one Australian. In addition we secured four major editorial coverage placements promoting the Kite Foundation within the industry.


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