Developing an internal comms campaign to inspire colleague action in support of OVO’s new sustainability strategy
Services
Research and insights
Co-creation
Creative campaigns
Comms strategy
Positioning, narrative and messaging
Content creation
Challenge
OVO had recently launched their new sustainability strategy - Plan Zero - but were struggling to engage colleagues in the plan.
To embed the strategy across the business, we set out to develop a campaign with a compelling story and an exciting call to action - encouraging colleagues to take ownership of the strategy and drive action towards zero carbon living.
Solution
From our initial employee research, we uncovered that whilst colleagues were inspired by the strategy, they didn’t know what to do with it. It felt too big, technical and intangible in the day-to-day.
It was clear that we needed to simplify how we messaged the strategy, create an actionable CTA that would be applicable for colleagues in varied roles and provide direction on how to get started.
We created ‘Find Your Thing’, a multi-channel campaign that empowered colleagues to discover the unique role that they could play in driving progress towards zero carbon living.
We hooked our campaign to launch during OVO Week and created a full calendar of engagement activity aimed at helping colleagues to ‘Find Your Thing’.
Based on the OVO brand TOV - the ‘Find Your Thing’ campaign dials up the positivity and playfulness whilst retaining OVO’s direct and to the point voice. Plan Zero can be complicated, but we wanted to make it as straightforward and fun as possible.
Campaign messaging was designed to appeal to a diversity of different internal audiences. By making it open and relevant to all, we were able to cut through to a wide range of colleagues.
To give colleagues a little help, we created the Thing-o-Meter. A digital tool that learns about OVO colleagues’ skills and talents, to provide them with a suitable role that matches their responses.
The Thing-o-Meter was used over 4,000 times during OVO Week to help colleagues find their thing, and has subsequently reached almost 7,000 unique uses.
Give it a go yourself - click here
We received overwhelmingly positive feedback from colleagues for the campaign. Engagement rates across all campaign activity was high.
Crucially, however, we managed to create a real sense of excitement and ownership for the new sustainability strategy. Breaking down barriers to participation and setting colleagues off on the journey towards zero carbon living.
Our work with OVO was shortlisted at the CorpComms and edie awards for best internal engagement campaign.
AGENCY: GIVEN
© Tom Goddard 2024