A new corporate culture cannot consist only of fancy words at one-off events. It must be implemented in everyday working life. For the pharmaceutical enterprise Daiichi Sankyo, an employee event was set up to initiate this integration into daily practice. In accordance with the new corporate culture based on co-creation, collaboration and self-empowerment, employees were to be activated in a playful, explorative and emotional manner. Under the motto “Welcome to Y/OUR NEXT LEVEL”, Onliveline developed a gamification event concept along these lines that already started two months before the event.
The central objective was to stimulate the autonomous and interactive obtaining of information. Instead of ready-made event themes, a network of employees worked on topics themselves and brought in new content. A gaming platform served as individual and content preparation for the employees. Each participant put together an avatar, assessed personal competences and interests and compiled an individual sedcard for the event.
The gaming concept was continued analogously at the 3-day event – dramaturgically divided into the thematic fields of “ME: what’s in it for me?” and “WE: shared success experiences”. An online points system for personal development, the exchange of knowledge and self-initiated meetings were designed to support the concept and experience. The gaming platform pooled the points and themes worked on and provided the opportunity for exchanges between teams. Over 4000 commentaries accompanied the result of the initiative.