ONTARIO CANNABIS STORE (OCS)
The OCS provides safe, responsible access to legal recreational cannabis for adults 19 and older. Ontario’s sole wholesaler to more than 1,500 Authorized Cannabis Stores, the OCS also operates OCS.ca, the province’s online cannabis retailer which delivers to consumers in every corner of Ontario.
EMPLOYEE ENGAGEMENT SURVEY CAMPAIGN
From ‘a thing no one wants to do’ to a thing you look forward to.
The OCS comms team wanted to explore the possibilities of launching the annual OCS employee engagement survey in a unique way that would increase participation and response rates, destigmatize the survey exercise and encourage staff to help shape and perfect the OCS workplace culture.
While Arable has deep communications design experience, we had not worked with OCS prior to being approached to develop, design and produce this campaign. Due to a hard survey launch date, we also had just one from first call to delivery of campaign strategy and conceptual creative.
Cannabis culture is fully integrated into OCS operations and environmental design. Building on this established conceit, Arable created a robust, copy-driven internal campaign that would add colour, humour and impact to the neutral office interiors, and recommended a “wild posting” tactical rollout, with campaign posters and graphics appearing overnight in a mix of common spaces (office walls and tabletops) and uncommon places (washrooms and refrigerators).
Response was swift and positive, with OCS earning 40 per cent staff participation in the first 24 hours of the two-week run and surpassing their target of 75 per cent within the first week to close with 86 percent employee participation.
