The Brief
Aricot Vert was briefed to create a campaign that would address younger employees, those nearing retirement and everyone in between. Communications needed to be relevant and individual, presenting the options without bias so that each member of staff could make an informed choice. Younger employees needed to be engaged and prompted to act, staff needed to continue to invest in their pensions and everyone shareholders, unions and the press included, needed to see the changes as a positive move.

The Design
As the new plan gave employees the opportunity to tailor their packages to suit their personal circumstances, the campaign was based on the concept of choice and fit using a clothing analogy that was supported by ‘finance-free’ everyday language. Over a three month period three booklets were sent to every employee and included intriguing and inclusive imagery and relevant people-based case studies.

The Results
The campaign launched in May 2006 after a design investment of £93,000 (¤136,600). It was sent to 10,000 recipients yet there were only 132 calls and emails to a dedicated helpline during May. This didn’t equate to lack of interest, however: take up of the RBSelect reward package leapt to an all-time high during 2006, with 60% of the workforce changing the default delivery of their benefits. Younger staff members were also engaged, with 80% of those opting out of the Final Salary Pension scheme coming from the target under-35 age group. The RBS share price remained stable during the launch.

Silver Internal Communications