Telefónica wins at Digital Impact Awards
The Digital Impact Awards is the UK’s leading awards programme to recognise and celebrate excellence in digital stakeholder communications. Our campaign, created in collaboration with Someone and The Writer, was awarded Gold for Best Digital Employee Communication.
Telefónica is one of the world’s largest telecoms companies and employs over 260,000 people in 25 countries around the world and is the parent company of O2. In 2010 Telefónica introduced a new global brand strategy to create a single employee brand across all of its markets. However, research showed that O2 employees didn’t really know or understand Telefónica.Having worked as brand guardians of O2 for many years, Lambie-Nairn was appointed to create an internal brand engagement campaign for Telefónica that would engage, inspire and unite its employees.
We created a campaign based on the idea of knowledge, using a ‘question mark’ as the iconic visual device. This question mark was formed from recognisable O2 and Telefónica ephemera and each version has its own story attached to it.
Communications came from top down and bottom up, manager’s engagement meant buy-in from the top and CEO’s from each country acted as project ambassadors. The 300-strong project delivery team worked from the bottom up. Alongside brand workshops,manager roadshows and other launch events, the project was underpinned by these key campaigns:
- Sharers – an extensive network of trained project champion able to spread the message internally
- Working with Someone, a 10 Day ‘Did You Know’ email campaign and microsite with video, animation and daily interactive quizzes was created.
- A ‘Pass it on Pack’ for managers comprising a 15 minute video created by Someone, a presenters pack and an ice breaker quiz for managers to cascade to their teams.
Five months on, initial response to the internal brand engagement campaign has been extremely encouraging. Amanda Clay, Telefónica Europe’s project leader, said: “Changing the brand internally was all about getting our employees to be proud of Telefónica whilst remaining passionate about O2. We wanted to raise the bar to prove change is for the better.”
We are proud of what we have achieved, and gaining recognition for this huge undertaking with the Digital Impact Award makes it all worthwhile!
12/10/11