Playgroup | Helping brands build genuine brand equity

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Brief

There was a huge challenge in engaging the sales force to deliver the external brand promise. Typically they were experiencing communications overload, and many held an apathetic attitude towards the business. We had to create momentum and energy to ensure that the strategy was delivered.

Solution

The internal audience was segmented by attitude and the internal communications strategy focused on capturing the attention of these segments by creating dialogue with, and between employees. Entertainment was the key driver used to cut through the communication noise and create positive attitudes.

The carefully structured and highly successful campaign included; email alerts, a hilarious viral video staring the CEO, a 'making of the ad' behind the scenes film, DVD pack, mini-site, site dressing and a campaign journal.

Results

There were unprecedented levels of interest in the communications, creating energy and buzz throughout the sales force. The virals in particular were a huge success reaching those in BT Business and beyond.

Successful uptake of the initiative was seen through active changes in behaviour. A follow up campaign also ran where sales teams shared their successes - this was used as a method of continuing the engagement process.