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Client
BT Business
Design Consultancy
Playgroup UK
Tim Moore
0207 566 9999
tim@playgroup.com
www.playgroup.com
When it was decided that BT’s new ‘Do What You Do Best’ campaign would feature several cast members from The Gremlins, a simultaneous employee-engagement programme was required to ensure brand promises would be delivered. With staff experiencing communications overload, the employee programme had to cut through the clutter and create a clear understanding of the external campaign messages.
Playgroup responded with an integrated cross-media experience based on humour and entertainment. Employees were immersed in the campaign via peer-to-peer communication, video briefings, advertising and conferences, not to mention staged Gremlin assaults on the company’s IT infrastructure.
By actively involving employees in the education process, Playgroup scored a hit. 92% of staff said they understood the external campaign messaging, and 78% said the programme stood out from other internal communications.
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