B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 28
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Category 16:
Best internal campaign
Winner: DPD
Campaign: ‘Name change and rebrand’
P
arceline rebranded to DPD and versions of the film were produced,
needed to engage all employees one for employees and one for customers.
with the new name and brand, It was important to recognise the
inform them of the reason for the role employees had played in the
change and address any concerns they growth of Parceline. A commemorative
might have. poster and gift for each employee
Its employees include 2500 drivers, positioned the change as a natural
500 franchisees, 700 hub staff, 1000 progression. A DVD and commemorative
office and depot staff, and 300 managers. employee newsletter was sent to home
Internal brand changes needed to be addresses so they could be shared with
aligned with the external brand and family members and a regular weekly
all work had to be done without bulletin (emailed and printed) kept
adverse impact on revenue and within everyone informed. In addition, an
the set timescale. employee hotline was set up to deal
A priority was to release the news with any specific queries.
to staff before customers were told.
Many employees were dispersed Feedback
geographically and were not always The internal and external campaigns
based in an office. Also, many had worked together to reaffirm key
worked for Parceline for considerable pack containing campaign collateral messages. Outdoor advertising
time. The message and its dissemination including an employee leaflet, list positioned in key locations was timed
therefore needed to be consistent, of questions and answers, a detailed to coincide with the initial briefing.
coherent and controlled – as well as manual and samples of all external Once the transition to the new
sensitive. It was essential all managers communications and new sales literature. identity was complete, employees
had sufficient material to cascade to It was important that the message and customers were asked their
colleagues in a clear way, helping build was clear and transparent, that it opinions about the campaign.
brand attachment. should be considered good news and Ninety seven per cent of employees
be seen as coming from the top. Film felt the brand change had been
Breaking news was chosen as the best media for the communicated effectively, while nine
The news was launched at the annual CEO to convey the news, reassuring out of 10 felt they understood the reasons
motivational conference. A presentation everyone and ensuring all heard the for the change quite well. The business
was given and each manager received a same message at the same time. Two continues to grow revenue at 14 per cent.
Runner up: American Express
Agency: Bright Light Campaign: ‘Project buddy’
A
merican Express (Amex) wanted to serious message. It also needed to be
ensure all 700 employees of Global anonymous if employees were to be
Commercial Card EMEA felt their encouraged to discuss issues with senior
views were recognised. It aimed to provide management, particularly in a difficult
answers to questions raised in an employee economic climate.
conference earlier in the year and maintain
a constant two-way flow of information. Animated characters
It also needed a communication tool Three fictional employees – Gertrude,
to deliver key points to the sales and Roger and Serge – were born to be the
account development community with employee voice. Through the characters, of GCC employees, most viewing it on the
regards to the new Platinum Card, which email communications were reassuringly day it was dispatched. It was still being
would come directly from Brendan Walsh, anonymous and therefore free of risk. Film viewed for two weeks after, indicating
EMEA’s senior vice president. was chosen as the best media, and a five- employees went back to look at the video
The audience included many European minute video-cast was hosted on the at a later date, with some viewing the
nationalities and an array of job functions. intranet and emailed to employees. video multiple times.
Amex hoped to create a viral effect that Bright Light’s involvement from the “The team have transformed internal
would take the communication across concept stage enabled three animated communications from ad-hoc emails into a
business units and the globe. videos, newsletters and other activity to be strategic approach aimed at engaging
The communication needed to be produced within budget. employees and motivating them to deliver,”
entertaining while also getting across a The video was viewed by 63 per cent says Walsh.
B2BM AWARDS 08 – www.b2bm.biz
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