2. Goals:
• Media coverage
• Communicate a corporate socially responsible message to the community
• Join the employers around a causa
• Approach potencial customers
Case:
Create one initiative to achieve the defined goals and integrated at the
MSCAR Social Corporate Responsability program, focused on education and
prevention, with a specific target between 6 and 10 years old.
The MSCAR has a big open space, with sales department and mechanics
services. The company has excellents infrastructures with a football pitch.
3. Solution:
The solution provided it was organizing the MSCAR Children Day in order to
achieve the goals.
First of all, we did a deep analyze to the several educational centres in Faro,
Algarve, to know the most popular and reputed. After a filtering it, we
contacted the most relevants and we did partnerships with them to organize
the MSCAR Children Day.
4. Solution:
The parents received the authorization shit to fill, to give OK for children to
participate in the initiative. We also invited them to be presents at the closing
cocktail, while picking up their kids, the parents had the opportunity to visit
MSCAR and get a contact with the brand.
5. Solution:
At the same, the MSCAR offered holidays for employers who had brought
their children to join the party. The institution Casa dos Rapazes, one of the
two most reputed social institutions at Algarve also participated.
It was created an agenda thinking on children happiness and entertainment,
with clowns, facial paints, kids games and an inflatable park. During the
afternoon, the children had the chance to visit the company, know better the
automotive field and to contact with the MSCAR employers.
6. Results:
• More than 100 children participated at the initiative.
• Around 15 employers had brought their children.
• It contributed for the growth of the employers work satisfation indicator.
• It created an empathy between all the stakeholders and the MSCAR brand.
• The initiative reached more than 30000 persons (by media, parents
invitations, site, newsletter and social networks).
• Some important stakeholders showed their positive opinion about the
corporate social responsability of the MSCAR brand.
From: Carlos Duarte, Managing Director – Honda Portugal (14.07.2010)
To: José Marques da Silva, General Administrator– MSCAR
“The social initiatives (Children Day) are very well detailed and registered (photos) and reading it we just can
admire and to praise the MSCAR by positioning at a high level very sophisticated and developed. You are a
lesson for big part of brands you represent.”
7. Results:
• A 3 minutes video notice published in Digital Mais TV (the regional online
television with more audience in Algarve). Watch the link below:
http://www.digitalmaistv.com/videos/1045.html
• A notice publicated with ½ page in the newspaper POSTAL do Algarve (the
regional newspaper with more audience and very visualized online, also
delivered with the national newspaper “Público” in Algarve).
• Highlight notice at the frontpage of MSCAR newsletter.
