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Aon Pass It On

During the 8 month campaign, global participation increased on average 74% month over month with 7,700 videos and images submitted

As part of an 8 month campaign, Aon introduced the “Pass It On” campaign to engage not only it’s 60,000 internal Aon colleagues but also external participants. The campaign promoted connectivity and collaboration through its 500 offices in over 120 countries, both with real-world events as well as virtual activities. Tied to major corporate initiatives of knowledge sharing, Aon invested in a social engagement website where colleagues are able to learn more about the firm’s business capabilities, are engaged to participate in corporate challenges, and attend client and community events, demonstrating how Aon’s global colleagues empower results all over the world. Participation in the site encouraged submissions of user-generated content and photo sharing, video uploading and answering a business-related question of the day. The goal of the engagement was to foster global collaboration and knowledge sharing to affect relations with their own colleagues, as well as clients, prospects, and communities. Elements of gamification were added to encourage healthy competition among offices and global teams.

aon_overview.jpg served as the hub of an international online and offline campaign. It included team standings as well as individual office scores. The hub was used as a platform for employees to submit and view user generated content like photos and videos, and incorporated a daily incentive to participate via a question of the day.


AlphaZeta used a CMS platform that was robust enough to scale to a global audience as well as easy enough for multiple administrative users to maintain and manage. Mobile was also a huge consideration for specific campaign messaging in parallel with the Manchester United game promotions and internal campaigns.


Within 8 months of the campaign, global participation by Aon colleagues increased on average of 74% month over month and internal colleagues answered the question of the day over 775,000 times. More than 7,700 photos and videos have been submitted by Aon colleagues globally. This campaign has won over 8 awards including B2B Magazine’s People’s Choice Award and B2B Magazine’s Social Media Marketing Award.