The story of Reward Gateway | Edenred
Reward Gateway | Edenred is a global leader in employee engagement, providing a platform for recognition, rewards, well-being, and benefits to enhance workplace culture. Partnering with over 4,000 companies in 23 countries, they support more than 8 million users through personalized strategies that promote inclusivity and sustainable workplace initiatives.
The project
The "Power of Appreciation" campaign by Reward Gateway Edenred addressed the "Appreciation Gap," where only half of employees feel valued at work, impacting engagement and retention. Collaborating with VCCP, the campaign highlighted the benefits of recognition, resilience, and well-being through tailored rewards and communications.
Launched globally in the UK and the U.S, the campaign targets HR leaders and decision-makers across multi-channel platforms, including online video, digital audio, and print, establishing Reward Gateway Edenred Reward Gateway Edenred as a pioneer in employee experience platforms. Their offerings promote inclusivity, sustainability, and workforce well-being while addressing the challenges of modern employee engagement.
The challenge
As Global Head of Brand at Reward Gateway | Edenred, myself and the team were tasked with leading the development of a campaign to unify two established businesses under one cohesive identity. Working alongside VCCP, my role involved merging distinct brand legacies while positioning the newly aligned organisation as a definitive market leader in employee engagement solutions.
The challenge lay in creating a strategic campaign that not only bridged cultural and operational differences but also communicated a clear, compelling value proposition to a global audience across 23 countries. The campaign needed to resonate with diverse stakeholders, enhance brand equity, and establish our leadership in a competitive and evolving industry landscape.
The process
To unify Reward Gateway and Edenred, we began with discovery workshops to identify shared strengths and align on a vision. Collaborating with VCCP, we developed a creative strategy that merged the brands’ values, presenting a cohesive identity and market leadership. The campaign’s design reflected innovation and inclusivity, tailored for global consistency.
Internally, we engaged employees through training, workshops, and communication plans, fostering alignment and enthusiasm. Externally, we launched a multi-channel campaign using video, digital, and print, successfully cementing the combined brand as an industry leader.
Creative Direction
Light played a central role in conveying the essence of appreciation in the campaign, symbolising how gratitude illuminates relationships and spreads throughout an organisation. The visual narrative used dynamic, flowing light to represent the ripple effect of appreciation, showing how one act of appreciation inspires another, creating a chain reaction that strengthens workplace connections.
This approach visually emphasised the transformative power of appreciation, linking individual contributions to broader business impact. The campaign’s imagery and motion design highlighted the warmth, inclusivity, and energy appreciation brings, underscoring its role in fostering a positive and engaged workforce.
Press & Awards:
Reward Gateway Edenred Launch
VCCP LONDON - AGENCY NEWS
Unveiling the Power of Appreciation
REWARD GATEWAY PRESS
B2B Marketing Awards 2024
🥈 Silver for Best Omni or Multichannel Programme
🥉 Bronze for Best Use of Creative
B2B Marketing Awards 2024
🥇Gold for Strategic Communications | Marketing/Promotion Campaign | 101c. Branding
🥇Platinum for Advertising/Marketing | Ads | 1c. Advertising Campaign
🥇Platinum for Strategic Communications | Marketing/Promotion Campaign | 104c. Integrated Marketing
Results
Brand consideration for RGE has grown to a market-leading 51%, they hit #1 for share of voice on LinkedIn, client attendee levels at events have risen 22% and RGE have seen a rise of 37% in web visits and a 52% engagement rate with content.