Best practice from Playgroup
The ‘Do What You Do Best’ campaign fronted by Peter Jones and the Gremlins was developed to create a unique positioning for BT Business within the SME market and position the brand as IT experts who can be trusted.
The campaign with Peter Jones and the Gremlins was a development on the previous years campaign with Gordon Ramsey; its aim to win new clients and convert existing clients to the new ‘complete solution’ proposition.
However, to make the external campaign work and ensure the new positioning was supported internally, there was a huge challenge to engage the sales force to deliver the brand promise.
The internal communications strategy, developed and implemented by brand equity agency, Playgroup, focused on capturing the attention of these segments and creating dialogue with and between employees. The hardest to reach employees being sales staff who had ‘information overload’. The task was to tackle all of these issues with an engaging communications strategy.
The communications strategy took staff through the following broad stages:
Entertainment – to get attention and cut through the communications clutter
Engagement – involving the staff, ensuring they understood and realised the personal benefits
Action – as a result of engagement, the strategy had to motivate behaviour change and successful delivery of the brand promise.
The first step of the ‘Do what you do best’ campaign, featuring Peter Jones and the Gremlins was to ensure staff in the 50 offices and those who worked from home were behind the message so they could impart information correctly and enthusiastically.
Team leaders attended a video briefing, which featured BT Business’s MD Bill Murphy as the victim of a Gremlin attack. The leaders were then instructed to fake their own attacks in their call centres, so the next morning, staff were confronted with ‘crime’ scenes featuring Gremlin goo, holes in the wall and photocopies of Gremlins bums!
Posters were put up to encourage staff to eradicate the perpetrators, and demonstrate that IT ‘Gremlins’ are preventing UK businesses from doing what they do best. This gave staff the chance to start engaging with the campaign and created a buzz, as at this point, there was no explanation as to what was happening.
The next day, staff were emailed a link on You Tube to a video of CCTV footage (see video link below), which captured the Gremlins in the act. A special agent pack was given out, which included a summary of messages to be delivered to customers.
It also invited them to visit the campaign mini-site and use an activation code, which entered them into a prize draw to win £1000 in vouchers. This enabled BT to evaluate to what extent the campaign had engaged the audience so far.
A series of conferences were also held for middle management where speeches were sabotaged by gremlins so it wasn’t just another dull PowerPoint presentation. Actors were employed to run on as the BT support team and take the matter in hand.
80% of employees who were surveyed said the campaign made a positive impact on enthusiasm and team morale in the office and 89% said they were clear on the messaging.
Click the video link to see the YouTube video used in the campaign.
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