After First American announced plans to spin-off into two separate, publicly traded entities, it needed a way to effectively communicate intricate details of the spin-off to it’s most important resources–the employees and business clients. More importantly, First American needed it’s employees to feel excited and empowered by this important event in it’s company’s history. So, what’s a company do? The answer: turn to Ervin | Ad.

Ervin | Ad launched the “Who is First American?” campaign to correspond with the Corporate Spin-off. Utilizing attention-grabbing and provoking email and online photo contests and teasers, this question was posed to each employee. Excitement and buzz were through the roof during the month-long campaign. The photo contest yielded over 3,000 entries submitted by employees from across the nation and overseas.

The pay-off? Employees were wonderfully surprised to see posters that included their photos as part of the mosaic of the First American Eagle logo with the words ” WE ARE FIRST AMERICAN ” in their offices on the first official day of the spin-off. Employees were also greeted with an online video from the CEO that slowly transitions to an interactive video of the the same mosaic. Contest winners received iPods with their names and the words “I AM FIRST AMERICAN” engraved on it.

The spin-off was definitely off to a great start!