Playgroup | Helping brands build genuine brand equity

Peter Jones and The Gremlins

Brief

Playgroup had to communicate to an audience of 7,500 staff. Across the 50 BT buildings and home-based employees, staff worked in service, sales, marketing and product functions. We were challenged to:

• Generate high awareness of the new campaign and how it fits within the wider strategic context.
• Create clear understanding of the campaign messaging and what it means to customers.
• Ensure staff were reminded of the attitudes and behaviours required to support the campaign promise.
• Ensure that staff felt excited about the campaign and proud that BT Business is taking the lead both internally and externally in changing perception about the way BT does business.

Solution

The audience was tough, they were already experiencing communications overload and so cutting through the clutter was a key objective. The integrated cross-media campaign used entertainment as a hook to capture attention.

Utilising the latest new-media techniques meant the campaign was quickly disseminated, and with it not coming from hierarchy, it became engaging and un-intimidating. Staff were actively involved in the education process which resulted in BT achieving genuine buy in to the brand positioning.

The campaign included: SMS messaging, a hilarious video briefing from MD of BT Business - Bill Murphy, faked crime scenes of gremlin attacks, a video viral distributed via YouTube, outdoor advertising and internal office dressing, DVD packs including ‘the making of the TV ad’ and a micro site that hosted a quiz to help reinforce the campaign messaging.

Results

The survey sent out after the campaign produced the following results:

• 92.45% said they were clear on the messaging of the ‘Do What You Do Best’ campaign.
• 78.85% said that the campaign stood out from other internal communications that they receive.
• 77.78% of respondents said that the campaign made a positive impact on enthusiasm or team morale in the office.
• 86.79% said they were clear how they could help and support the campaign.