Convincing employees that their day-to-day decisions touch the lives of billions is a superhuman task, especially in a global company.

P&G’s Fabric Care division, with employees in 70 countries, set out to re-energize employees around four behaviors – part of a new “Harder Right” movement: “One that had us think long term, be honest and open to what we thought,

start from the consumer, have courage…,” explains Susan Lyon, Fabric Care Global HR Director.

But many FC employees couldn’t see the major contribution they make every day (“I remove stains. Big deal!”). So the agency called in superheroes to lead FC back to its glory days. We invented the fun, fearless “Fab4” – Truthman, Consumerella, Mr. Freeze and Eagle Eye – to personify P&G’s new “Can Do!” culture. We’d show them acting out Harder Right behaviors and convince employees to unleash their inner superhero - all on a budget that was as tight as the Fab4’s leotards!

We filmed superheroes performing incredible feats (like “freezing” indecision). The movies were parodies starring leotard-clad grownups who burst into offices – Tada! – to save the day.

We premiered the movies in FC’s European headquarters in Geneva, and encouraged employees to become the Fab4 via online tools. They could send hilarious eCards of their individual Fab4 avatars dancing to the Harlem Shake, create their own Fab4 email signatures and read bios of world figures who exhibited Harder Right behaviors.

The movies went viral on P&G channels globally. Their homespun quality won fans. Fab4 met with such success that it’s rolling out across Western Europe, proving underneath business suits lie superheroes.

“Unleashing Super-people”

*First, we created buzz on the ground, literally. To pique curiosity about P&G’s new culture, we left a trail of mysterious footprints in offices, even on walls. We then shared a link to a Fab4 movie trailer. “Watch for more to come.”

*Second, we introduced the Fab4 to the entire Fabric Care Academy with all 350 FC employees participating. On November 1st we premiered these lighthearted mini-movies of a multi-ethnic Fab4 showing up in meetings and offices to display incredible superpowers and Harder Right “behaviors.” Employees then went back to their desks and re-watched the videos proactively.

*Third, we unleashed the hidden Fab4 in everyone. We invited employees in Geneva, Belgium and the UK to “act” like superheroes. They shared links to Fab4 movies and used our “Fab4 Yourself” app, which allowed them to put their face on the characters and make them dance to the Harlem Shake. We also created a story contest on Harder Right behaviors in action.

“Up, up and away!”

Fab4 made a super-impact at P&G headquarters. Employees remember the behaviors Fab4 personified, with 42% identifying Truthman as their favorite hero. Now, employees are talking up the Harder Right behaviors in meetings, around water coolers, on the phone.

In just the first Fab4 test market:

*420 total views of the Fab4 mini-adventures (Geneva-based FC employees: 350).

*67% agreed that these new behaviors were enabling business.

*60% agreed that it was a true “bottom to the top movement.” “For once it wasn’t coming from the big bosses,” states a Geneva employee.

*Two third did correctly allocate each behavior to each hero.

The program is now rolling out to other countries. “Whether employees could identify with the Fab4 or not, in the end, they all recall the new behaviors,” reports Susan Lyon. “Mission: achieved.” With the superheroes’ help, the campaign has fired up the imagination of hundreds at P&G, who have found it helps to call on a superhero for X-ray vision to see through tough business problems.