BNP Paribas #Behindthebrand

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We worked with global banking brand BNP Paribas to launch a UK-based internal communications campaign, #Behindthebrand, to engage employees and create a sense of pride and ownership

Using insight from client surveys, we worked with BNP Paribas’ internal communications team to develop the #Behindthebrand concept, which takes ‘brand’ back to basics via three distinct stages: What is brand? (education), Our brand (awareness) and Our people and the part you play in getting behind the brand (pride and ownership).

The campaign was based around a specially-developed microsite with gamification elements, promoted via experiential and internal marketing activities.

Creating impact:

The website resulted in over 4,100 page views with an average 10-15 minute dwell time. A Tetris-style Values Challenge saw 150 entries and is now being rolled out globally across BNP Paribas.

A quick overview:

  • Creation of #Behindthebrand concept
  • Design and development of the website and interactive games, including a Tetris-style ‘values challenge’ with real-time scoreboards
  • Case studies from across BNP Paribas’ businesses
  • Video animations
  • Email marketing
  • #Behindthebrand 'teasers' located across offices (including a huge 20m x 1.5m graphic in the company’s auditorium)
  • Experiential installation to give employees the chance to share their own #Behindthebrand experiences
  • Campaign planning and activity recommendations, including a detailed five-week roll out plan
  • Toolkit of materials so the campaign can be launched in the other business units