Make the Difference (MTD) is a global recognition and innovation programme that recognises Mars Associates from around the world, bringing them together to celebrate their innovations.

With more worries and distractions than usual due to the pandemic, motivating Associates to go above and beyond during challenging times required some uplifting thinking. We worked with Mars to create a campaign that gets everyone excited and involved.

Calling all Associates
Mars’ Associates are an impressive bunch. Thinkers. Pioneers. Dreamers. They’re constantly challenging the status quo, thinking of new ways to do things that are: faster, more efficient, use fewer resources, and make things better. Make the Difference is all about championing them and their ideas.

A phased approach
Make the Difference is a two-year local, regional, and global event culminating in a final and Gala in Washington DC. We created a messaging framework that would be equally motivational across all phases: from teaser, launch, and nominations to the grand final.

Our language system puts people at the heart of Make the Difference, inviting them to fulfil their potential, go further, rise to opportunities, and share their thoughts. For every phase of the campaign, we crafted new headlines and callouts that clearly explain what happens at that stage, act as a real call to action, and champion associates for the difference they make to Mars.

Spreading the word
Through bright gifs, videos, and posters, rolled out across all of Mars’ internal communications, we kept associates up to date with Make the Difference. And for external audiences, we created a stream of engaging Instagram content to show off the great work and celebrations.

The grand finale
When the time for the final came, we worked with Mars to produce everything they’d need to celebrate in a big way – event guides, welcome boxes, and certificates (of course!). It was certainly a night to remember.

“Curious brought a new energy and approach to our global recognition programme – Make the Difference. They understood how it represents the culture and Purpose of Mars. They created a strategy and messaging framework that worked for every stage of the campaign and has excellent recall. It’s been beautifully brought to life across a broad range of creative communication channels. Partnering with such an enthusiastic and creative agency has been a wonderful experience.”

Sobia Aslam
MTD Global Champion, MARS