Playgroup

BT: Energising employees

To support the above-the-line ‘Do What You Do Best’ campaigns featuring Gordon Ramsay and subsequently, Peter Jones with the Gremlins we were tasked with informing, educating and engergising a somewhat sceptical internal audience so that they could live up to, and deliver the campaign promise.

We used ‘entertainment’ as the key hook on the path to advocacy and began a carefully planned cross-media campaign with some provocative viral videos, stunts and office branding. E-mails, competitions and a ‘Making of the ad’ film helped engender a sense of pride and inclusion in the workforce, prior to the TV commercials being shown. With 92% of respondents indicating that they were clear on the messaging and nearly 80% saying that the campaign stood out from other internal comms and had a positive impact on enthusiasm - we went on to win a coveted DBA Design Effectiveness Award.