Iris has been appointed agency of record for Alight, leading on brand and digital transformation.
As part of the new appointment, Iris has launched a bold and timely brand awareness campaign ‘Welcome to the Employee Economy’. The campaign aims to leverage a current phenomenon in the marketplace known as ‘The Great Resignation’ – the dramatic redistribution of global talent across employers and industries. The campaign targets the C-Suite audience and challenges them to invest in their empoyee’s health and wellbeing.
The campaign launched on the heels of Alight’s first day of trading as a publicly listed company on the New York Stock exchange. The program includes a robust performance marketing plan to drive impressions and traffic to the campaign landing page on Alight.com. The campaign will continue to run through the fourth quarter of 2021 and into 2022 with key tentpole partnerships, out-of-home activations, audio, video, display, search and social to drive further awareness of Alight.
As part of Iris’ to deliver digital transformation, the creative innovation network led the evolution of Alight’s brand identity in several ways including; the use of color imagery; new expressions of the brand; an expanded secondary color palette; graphical elements and iconography; and an updated tone of voice.
The new global website and 11 country sites were executed via a thorough content inventory, developed customer journeys aligned to the C-suite audience, reworked IA, a new tone of voice and revamped copy, along with management of all copy translation and transcreation.
Kelley Michalik, Alight CMO said: “Our ambition for Alight is big, and our partnership with Iris enables us to drive awareness of Alight as a premier human capital partner for the world’s most well-known brands. This campaign is an important stake in the ground for employees and declares the critical role we believe employers play in supporting the total wellbeing of their workforce.”
Erin Creaney, Iris Managing Director added: “I am so thrilled to be working with such amazing & ambitious clients and so impressed and inspired by this Iris team for really pushing the work into this timely and important moment - this is a proud moment for us”