How we helped reposition, rebrand and relaunch an employee benefit programme.

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MultiChoice – Africa’s leading entertainment company – had been running its employee benefit programme, MLife, since 2011. Over the years, usage had begun to decline, mainly because employees were unaware of all MLife’s benefits, and the programme was not clearly differentiated from other benefits that were available to staff. The programme had to be repositioned and relaunched, so that employees would see the value and make use of the benefits available to them.

The results

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126%

increase in app downloads

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380%

increase in website traffic

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150%

improvement in overall utilisation of benefits

The solution

The benefit programme was completely repositioned, rebranded and relaunched. The brand name was changed from MLife to Dooble, with the key message, “anything is ‘do-able’ with Dooble”. A new brand identity and well-defined value proposition was developed. An emoji-inspired icon was introduced to bring some playfulness to the brand and to link it to the programme’s digital platforms, from where benefits could be accessed and used.

Dooble’s digital portals were all rebranded to align to the new positioning, and a launch campaign was implemented to create awareness and excitement amongst employees, while educating them about the benefits that they can enjoy.

The campaign

Digital platforms

Dooble benefits are accessed via the programme’s digital platforms. Both the Dooble web portal and app were given a facelift and re-developed to be more user-friendly, while making it easier for members to understand how the programme would benefit them and their families. Benefits were renamed to make them more relevant and appealing and the user journey was simplified.

A teaser campaign, consisting of a series of emails, were sent to employees to create excitement about the launch.

The launch

All concierge vehicles and scooters in the fleet were rebranded with the Dooble look and feel, making them easily recognisable and further driving brand awareness amongst employees.

On the morning of the launch event, MultiChoice staff arrived at work to see that the foyer and reception areas had been overhauled with Dooble branding, which included banners, pillar wraps and posters, as well as branded concierge desks.

When they arrived at their desks, they received Dooble-branded desk packs consisting of cell phone accessories, employee card holders and branded lanyards. When they opened their emails, they received a logo reveal video and more emails as the day went on that revealed Dooble’s benefits and services.

To top it off, staff were entertained by performers, including a contortionist and illusionist who performed mind-blowing acts, to demonstrate how “the impossible is do-able with Dooble”.

What our client had to say...

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After over a decade of running a very successful MLife programme for our MultiChoice employees, we refreshed the programme with a complete rebrand – showing our employees that anything is doable with Dooble. Exciting new benefits were added and the relaunch sparked new interest in the programme. We continue to value our employees beyond the workplace and Dooble allows us to be relevant in every employee’s life.

Kirk Kruger
Group Head of Total Rewards
MultiChoice

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