23 February 2016

Behind the brand with BNP Paribas

BNP Paribas’ #Behindthebrand campaign engaged employees and created a sense of pride and ownership.

We worked with global banking brand BNP Paribas to launch a UK-based internal communications campaign, #Behindthebrand, to engage employees and create a sense of pride and ownership. 

Using insight from client surveys, we worked with BNP Paribas’ internal communications team to develop the #Behindthebrand concept, which takes ‘brand’ back to basics via three distinct stages: What is brand? (education), Our brand (awareness) and Our people and the part you play in getting behind the brand (pride and ownership). 

The campaign was based around a specially-developed microsite with gamification elements, promoted via experiential and internal marketing activities.

Creating impact:

The website resulted in over 4,100 page views with an average 10-15 minute dwell time. A Tetris-style Values Challenge saw 150 entries and is now being rolled out globally across BNP Paribas.

A quick overview:

/ Creation of  #Behindthebrand concept

/ Design and development of the website and interactive games, including a Tetris-style ‘values challenge’ with real-time scoreboards

/ Case studies from across BNP Paribas’ businesses

/ Video animations

/ Email marketing

/ #Behindthebrand ‘teasers’ located across offices (including a huge 20m x 1.5m graphic in the company’s auditorium)

/ Experiential installation to give employees the chance to share their own #Behindthebrand experiences

/ Campaign planning and activity recommendations, including a detailed five-week roll out plan

/ Toolkit of materials so the campaign can be launched in the other business units

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