With the fourth iteration of its corporate Intranet ready to launch, General Motors needed its workforce of over 190,000 people to understand an entirely new way to interact with the company. GM had developed a fully customizable portal for workers – a place where employees could access everything from their own pay stubs to retirement planning to automotive news from around the world. PencilBox proposed what was, essentially, an internal advertising campaign – a series of executions that would cut through the clutter of day-to-day work life and capture the tone and voice of the new corporate communications tool. The result was a campaign, themed “Let Me Drive,” that exceeded expectations, grabbed the attention of both hourly and corporate workers and drove acceptance and usage of the Intranet.
We were especially proud to be a part of GM’s team as the campaign was awarded the Chairman’s Award by president and CEO G. Richard Wagoner, Jr.