Case Study: Sony Pictures Entertainment

In May 2009, Sony Pictures Entertainment put its pension and other benefits under the spotlight by launching a communications campaign designed to tie in with its film release Angels and Demons.

As part of the strategy, created in conjunction with Buck Consultants, the firm’s 400 staff were sent on a quest to unlock the code of their benefits package. They were given a ‘cryptex’ and a map of Rome, similar to that used by Tom Hanks’ character in the film. They used the cryptex to find the co-ordinates to perks, which were located beneath landmarks. For example, under the Statue of the Dying Gaul panel was information about enhanced sick pay.

The firm also staged a special presentation in its London office’s on-site cinema, where staff were told about a competition that required them to decipher a message from letters they could obtain by locating their benefits on the map. Prizes included a one-off £250 contribution into the pension plan and two days’ extra holiday.

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