Logica.
Using natural advocates to promote the launch of a new brand.
Engaging Logica employees on the new brand.
Audience.
In January 2010 the Team were asked to deliver a campaign to launch Logica’s new brand internally and to ensure that their staff understood that the launch of a new brand was more than the launch of a new identity.
Challenge.
With 40,000 employees across 36 countries, many of whom had recently joined through acquisition, finding a common message that resonates, and an effective mechanism for delivering that message.
Insight.
Analysis of internal and external data showed that Logica’s people were its most saleable asset. It was decided to shift Logica’s brand proposition away from technology towards the power of its people and their empathy with a client’s business. A mixture of face-to-face and digital tools brought the brand to life. Working with natural advocates within the business generated interest around the message of the brand. These super-champions were invited to make films or write articles that typified the brand as they saw it, and then post up to their own web space for all Logica employees to discover.
Result.
Eight months after the brand launch 81% of Logica employees completed the employee survey with 76% reporting that they understood the brand and 72% stating that they understood the role that they had to play in bringing the brand to life – a 5% shift on 2009.