Edenred Romania employees lived an intergalactic experience in EDENVERSE, a Golin event

Every year, Edenred, the market leader in the Romanian fringe benefits market, celebrates the achievements of the previous year and awards the most important results, within an event dedicated to all employees. And this year, together with Golin, it brought the entire team together in EDENVERSE – a concept developed by MullenLowe Romania.

EDENVERSE reflects, in fact, the entire Edenred ecosystem, which starts from the company’s own employees and departments and constantly develops towards customers, towards each final beneficiary, as well as towards all other stakeholders in the country. In this universe, every Edenred employee is different and has a specific role, but they are all united by strong principles and shared values that set their world in motion: togetherness, honesty, generosity, inclusion, passion and respect. These make Edenred to be EDENVERSE.

“The Kick-off is one of the most important moments of the year for all colleagues, as it brings together the entire team across the country for an evening of awards and recognition, strategic discussions about business priorities, and important time spent together. And that’s why we wanted to give our colleagues a truly memorable experience. The EDENVERSE concept captured the essence of Edenred: we are a united and complex network, empowered by everyone’s contribution and talent, an interconnected universe. And the whole activities plan succeeded to show that employees – different people, but united by a common purpose – are at the center of the Edenred universe. The success of the event was confirmed by our colleagues from all over the country”, said Lelia Mancas, Head of Marketing, Edenred Romania.

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“We’ve been teaming up with Edenred for exactly one year now and, being with them day-to-day, we understand in detail what the uniqueness of the internal culture consists of and what the essence of the company’s mission is. That’s why we were able to organise more than just an event together. We developed an entire universe – an EDENVERSE based on Edenred’s values and energy, materialized through a strong visual identity and unique activations, which also involved constant engagement with employees. The implementation activated multiple channels, a special teasing mechanism, week-long happenings, elements involving all Edenred departments, office activations and galactic scenery, giant screens that sustained the atmosphere of a Gala evening and, of course, an unbeatable client-agency team. It was one of the most complex and beautiful projects in recent times, which culminated in a night to remember“, said Roxana Dibă, Managing Director Golin.

EDENVERSE started with the teasing stage which included a unique save the date. The traditional corporate invitation was transformed into a message from the universe in the form of a video reminder – a surprise from the MC, as well as a series of countdown emails, all of them declined from the concept into interactive lines of copy and elements from the visual identity. Following the brief, employees were included in the development of the activities.

In the second stage, the Edenred office was transformed overnight into EDENVERSE, with a suite of customised decor elements – floorstickers, window stickers, balloons and directionals, all following the concept. Everyday, part of Edenred, colleagues were invited to spend a different kind of day in EDENVERSE. Edenred departments were transformed into planets & galaxies, such as Planet Humanica (Human Resources), Planet Legal (Legal) or Planet Marketium (Marketing), and the surprises didn’t stop there.

The circle was closed with the evening event – a complete universe of animation, sound and graphics, which presented the performances and premiers of 2022, the priorities of 2023 and plans for the future, where the main actors were the employees themselves – the most active engine of the Edenred universe.

A unique live streaming interview led by the MC brought Edenred’s best stories to the digital screens on site in real time: the values that motivate them every day, funny memories, heartfelt moments, shared live by Edenred employees themselves.

The EDENVERSE project was more than just organising an annual event. The recipe for success with intergalactic resonance masterfully combined complementary creative, BTL and PR services and skills with the passion of the agency-client team. The success of the project was confirmed by the target audience itself: of the 120 Edenred employees who responded to the post-event survey, 75% rated the event as “excellent” and 20% described it as “very good”.

Edenred Team: Lelia Mancaş (Head of Marketing), Laura Popa (CSR Coordinator & Employer Branding), Andrei Gudulea (Senior Art Director)

Golin Team: Ana-Maria Stoica (BTL Manager), Andrei Bașa (BTL Manager), Corneliu Cojocaru (BTL Executive), Marina Constanda (Head of Unit), Alexandra Chivu (PR Manager), Irina Roșu (Copywriter), with the support of Silviu Antohe (Executive Creative Director, MullenLowe Romania)