CITRIX

Hyper personalisation to engage a difficult-to-reach audience

At VERJ we love finding out what people are really motivated by, so when CITRIX asked us to build a campaign and microsite to engage a C-Suite audience and inform them about their Workspace product we became curious about how IT decision makers think about employee experience.

  • Psychological Personas
  • Creative Application
  • Hyper Personalisation
  • Animated Campaign Assets

The challenge

IT decision makers think they know CITRIX.

Since 1989, CITRIX has made it easier for people to securely access the applications and content they need wherever and whenever they are. Today, more than 100 million users across 400,000 organisations trust CITRIX to power a better way to work.

But the new Workspace product from CITRIX is a game-changer, empowering people to access what they need without difficulty or interruption. Our challenge was to invite experienced technical leaders to re-evaluate CITRIX.

The solution

What is more important, productivity or engagement?

That may seem like an irritatingly un-answerable question, but what do you prioritise as a leader, manager or colleague?

According to Gallup, a staggering 87 percent of employees around the world are disengaged at work! But we are not winning in terms of productivity either. The increase in productivity from investing in technology is not meeting expectations – 1.9%, down from 2.9% in the early 2000s. It would seem that productivity and engagement are intrinsically linked.

We became curious about the differing agendas in the C-Suite. Leaders will have a bias towards what they value most – some of us pay more attention to culture, others to strategy, some of us want to protect, others push to empower, and they all have a tendency to pay attention to what is measured.

The irritatingly un-answerable question question of productivity vs. engagement became the central concept for the campaign.

Hyper Personalisation

As we began to explore the different priorities amongst CIOs and CTOs it became clear that we could build out a leadership personality test based on the popular Theory of Universal Values – allowing us to present commercial challenges and solutions in a relevant way.

Business psychometric campaigns are deeply engaging when the results they deliver are:

  • Relevant to our daily challenges
  • Hyper-personalised
  • Helpful and insightful

The campaign is designed to drive conversation across EMEA in 3 languages with a digitally savvy audience in key verticals, including financial services, retail and professional services.

The results

Results are not yet in on this campaign, watch this space.

In the meantime, why not get in touch to build a bespoke psychometric survey for your industry, customers or stakeholders?

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