Havas PeopleEmbracing employee experiences
AXA had created a powerful consumer brand to help them stand out against the new age of insurer, and now they needed an employer brand to match. One with its own look and feel, a flexible and inclusive brand architecture, and people at its centre. Which is where we came in. Taking their new consumer platform, ‘Know You Can’, we created a brand that would help AXA tell their story, boost internal advocacy and engagement, and show external candidates why they shouldn’t want to work anywhere else.
Cathay Pacific is one of the world’s most prestigious airlines, with a reputation for outstanding customer service and incredibly passionate employees. With much change in the business, the internal engagement team was tasked with lifting spirits and engagement. No easy task, but they set out on a journey to create a culture of recognition and celebrate employee contributions. Our first step was a successful peer to peer recognition programme using Christmas and Thank You cards, followed by another key initiative: The Niki & Betsy Awards. These awards recognize those who deliver exceptional service and employees could nominate their colleagues by uploading stories, before the glitz and glamour of an awards ceremony itself. With thousands of cards sent over the last couple of years and over 5000 Award nominations made, employees are feeling inspired once again.
Haleon is a new consumer healthcare company, launched in July 2022. Breaking away from pharmaceutical company GSK, they immediately became the world’s largest Consumer Healthcare organization. However, whilst they have many iconic power brands, no-one (yet) knows the Haleon name. This was an amazing opportunity (and a huge challenge) to create something from scratch. Our aim was to ensure that the EVP would be more than just a communications platform – it would be a strategic tool to guide those designing the everyday experience towards actions and decisions that enrich the employee experience and deliver on the promise.
When it comes to engaging videos, most organisations quickly turn to user generated content, or emotive narrative based approaches that seek to pull on the heartstrings. We decided to do something different when U.S digital bank Discover needed to attract early tech talent. So we swapped bland for colour. And playfulness. And craft. Across a series of videos we used a bright, illustrative, icon-led approach with a playful tone. It helped set us apart. And delivered over 4million impressions, 32,000 clicks and over 2,000 reactions.
US students knew M&Ms, Snickers, and Skittles – but they didn’t know Mars. Which meant getting them excited about their early talent offering was proving quite tricky. Luckily, we had a solid virtual strategy and big idea that would change that. Through ‘The Vault of Secrets’, we engaged students in an immersive, gamified virtual experience that would show them why they should apply for a Mars internship and how to go about doing it. From wacky green screen backgrounds and top tips to a larger-than-life host and giant products, our semi-live approach brought the Mars magic to them – with zero technical hiccups and seriously impressive results.
Sales Consultants at Ford need to understand all the detailed information behind every product they’re selling – and usually they use product guides and digital learning materials to get up to speed. But when Ford released five new Commercial Vehicles at once, across 20 European markets, we knew they’d need a little more help than usual. Creating an ‘Instructor-led Training Pack’ for each market and a ‘Train the Trainer’ event that would bring Ford representatives together for a ‘hands-on’ learning experience, we engaged Trainers from all markets to support the people they need to sell their vehicles in a truly unforgettable way.
By the end of 2021, Next plan to become the largest online fashion aggregator in Europe. They have the infrastructure, the technology, the warehousing and the logistics to achieve this, but what they didn’t have was the developers. With an immediate need for 100 Experienced Developers, we created a social and video-led campaign. At the heart of it was a huge, purpose-built ‘vision board’ that mapped out how IT would revolutionise the retail space. Current Next developers then helped tell the story of this vision through episodic video content that touched on all aspects of life at Next – from the vision to wellbeing to inclusion to tech. The campaign has since been extended, adapted for wider use and adopted across internal divisions too – with the vision board becoming a permanent feature in Next’s IT department.
