Sun Microsystems

After laying a decade of groundwork for a new product, Sun Microsystems turned to Groove 11 to lay the groundwork for its brand launch, saving $450 million in three years.

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Insights

Sun developed a flexible, mobile workplace to transform the way people work, then became their own first customer to create a case study to sell it. But they had no way to sell the concept across their enterprise, no value proposition, and no resources in place to address employee questions. The company needed to craft the full story for all employee touchpoints, including program name, mission statement, and an explanation of the rules and benefits. The internal launch's success would pave the way for the external launch to 2,000 potential clients.

Architecture

It wasn't just about launching the brand. It was about telling a story that would reach all levels of the organization in a meaningful way to get executive, management, and employee buy-in. After exhaustive research, focus groups, name testing, executive interviews, and analyst feedback, we created a value proposition everyone at Sun responded to: flexibility, choice, a better work-life balance, and an improved bottom line. As everyone got comfortable with it, the company began to see an incredible shift in mood.

Impact

• Adoption: 45% of Sun's work force became "flexible employees"
• Saved $450 million in three years
• Open Work now has external clients in telco, finance, and government