The Brief: DFS faced a huge challenge in 2018 as they completed a merger with a former competitor and needed to bring all of their people together to deliver a major group-wide transformation. As communication was key, they called on top-b to generate a shift in mind-set and achieve a family mentality. How did we help? Top Banana created a new ‘people brand’ #GreatTogether which encouraged working together and starting conversations through a new set of group-wide values, which inspired specific and relevant behaviours in different business units. We consistently bought the new brand to life in creative ways, by re-branding everything from the HR and Payroll system to the DFS HQ into the #GreatTogether message, so the values would naturally become a part of everyday life. The Results Thanks to the effectiveness of the campaign and the commitment of the leadership team, the values are now common language across the group and are driving the desired behaviours. They’re present throughout the colleague journey in induction, training and performance management.
THE VIRTUAL VIRGIN MEDIA SALES CONFERENCE.
Having worked with Top Banana on their annual sales conference for the last 4 years, when all plans went out the window for a physical event, Virgin Media had to quickly change tactics and called upon Top Banana to create an immersive, motivating and celebratory sales conference that could reach all of their employees from afar…
The Challenge: As well as their ambition to grow their business by double, Experian wanted to show that data can do more than pull out facts and figures; it has the power to help, change people lives and be seen as a solution with potential – not something to fear. Through a targeted campaign, Top Banana were asked to build knowledge, develop a deeper understanding of what Experian does and create 3,850 employee ambassadors who truly understand the power of data and become passionate advocates for the business.
The Campaign: Top Banana created a strategic, multi-channel campaign under the narrative of ‘Make It Real’ which targeted the data gurus of the company who were disengaged with the human side of Experian. Through a strong narrative, an exciting campaign, online hub and immersive AR experience, employees were given a sense of purpose as they were shown real life stories of people whose lives changed socially, economically, and personally, because of the data Experian uses – letting staff know that what they do helps empower customers, make their dreams a reality and that the data they harness is a force for good. Starting with a high-impact launch, longevity came from quarterly elements which framed more detailed and targeted activity that shared the important information people needed to know, whilst using stories which evoked feelings around the realisation of dreams and ambitions for both customers and colleagues.
Telling the Story: The narrative was bought to life with a bold and interactive installation that blended the virtual with the real. In a roadshow across UK Experian offices, physical letters spelling MAKE IT REAL were displayed with employees receiving enticing desk drops ushering them to come and learn more at a session. When employees arrived it became clear the letters were more than they seemed, as subtly dotted around the structures were names of real customers. Colleagues were given iPads and a set time to explore the structure, scanning each of the names with a customised augmented reality app. Each name triggered a short film on screen (as though floating in the air) of the customer, who shared their powerful story about how Experian has used data to help them make their idea, aspiration or dream a reality.
Legacy and longevity: As part of the installation, senior leaders also featured in a film that reinforced the positive impact of the companies work, Experian’s big ambition and discussed the transformative journey to come. As a final momentum, in a bid to share the message of being responsible and employees’ harnessing their own power, colleagues were asked to sign their name on the letters as a pledge to help make the ambition real. All content and the pledge opportunity was available on the campaigns digital hub and installations were kept as momentums in office locations across the UK.
Making a difference: By connecting the head and the heart and emotionally engaging employees, people were more willing to commit, take the required action, and as a result, Top Banana helped Experian gain 3500 employee ambassadors who could be representatives for the business, understanding the power of data, the power of Experian and how what they do changes lives for the better.
BACARDI BEST10 LEADERS SUMMIT.
Setting the scene The business has recently been through a challenging period, To get the business back to growth, Bacardi created a new ten-year global strategy that needed to be communicated throughout the business starting with senior leaders. The objective was to create a milestone Senior Leaders Summit bringing Bacardi’s global leaders together as one team and inspire them to deliver the best 10 years the business has ever seen.
Bringing Strategy to life The venue, Penha Longa Resort just outside Lisbon, was transformed into the home of Bacardi for the duration of the three-day event, with a bar-inspired backdrop to create the main plenary room. To fully immerse the Bacardi Primo’s in the new strategy the event included high-energy emotive films, interactive panel sessions, a TV style quiz show, breakouts involving interviews with actual customers and a consumer safari in Lisbon. To encourage ownership of Best 10 among all 160 leaders attending, every single person signed a statement of intent on the final day.
The Results "I think Top Banana was flawless from start to finish. I don’t think that “F” word has ever come out of my mouth!!! This whole meeting was something special from the beginning of our plotting and so important for the company. Just can’t thank you enough - and the whole team. You truly are family. " KC Kavanagh, Global Chief Communications Office, Bacardi