Vodafone Inspiring a culture of everyday learning
How we helped Vodafone UK reimagine learning for 10,000 colleagues - anytime, anywhere.
Vodafone UK wanted to build a culture of continuous learning that empowered their people to own their development – wherever, whenever. With a playful new learning brand, a standout launch campaign and tools designed to lure their people towards learning, we shifted behaviour and sparked excitement.
420%
Increase in intranet
page views on launch day
(the highest that year)
#1
Most clicked employee
video in 24 months
10,000
Colleagues invited
to rethink how, when and
where they learn
THE BACKGROUND
Vodafone UK had a clear ambition: to build a culture of self-led, everyday learning. But for many of their 10,000 people, learning conjured images of classroom sessions or dedicated training time. To truly embed continuous learning, Vodafone needed to shift their mindsets, encouraging them to own their development and explore new ways to grow.
PROBLEM
Vodafone’s people were missing opportunities to take charge of their learning.
SOLUTION
To build a learning culture, Vodafone needed to make learning feel personal, playful and part of their everyday – by rebranding it.
OUR APPROACH
Working across strategy, behavioural science and creative, we built a bold new learning brand, complete with playful, illustrated characters representing key development themes. It was important to bring the brand to life in a way that was relatable and unignorable, so we launched a high-energy, tongue-in-cheek film starring real Vodafone colleagues in their natural learning habitats.
The video was supported by a rich mix of channels and formats, including learning roadshows, films, a digital psychometric test and a full suite of accessible learning content.
THE OUTCOME
The programme stopped everyone in their tracks, changing behaviours and giving learning power to the people. By challenging preconceptions about what learning at Vodafone could look like, we helped transform their culture into one of everyday, bitesize, self-led development.
