PHONES ARE GOOD

Personalised internal comms campaign

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I wanted this campaign to have an impact on our people - to be relatable to them individually.

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So, I sent out a survey via email and put up posters with QR codes on the back of toilet doors, in the lifts, in the coffee queues - anywhere that people are hanging out with their phones.

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I asked what their favourite apps were, what food they ordered on their phones, what music they listened to, the games they played. Anything to get a bit of insight in to what our people were doing on their phones.

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It was a risk as the whole campaign would fail if no-one replied but thankfully, I had thousands of responses.

The result was the most tailored campaign I have ever been part of. People received personalised emails about the campaign based on their response, and I wrote hundreds of memes based on the data. These memes were put on the walls at feet level (where people were looking when they were on their phones!) by the relevant teams in offices.

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Also I had some amazing feedback directly from employees -

"People usually feed back when they are unhappy. I want to call out a job really well done. The messages on the walls that talk about how we use our phones are brilliantly tailored to the different audiences in our different offices.  Yes – this is partly because you asked us how we use our phone, which drove the tailoring for each location. However this was your great idea, and you then added comments that were very appropriate and engaging for that particular audience. You may already know that Reading (and I believe Glasgow) feel misunderstood by Three messaging sometimes…. You are totally proving that wrong.

This is well timed for helping with the disengagement in Tech&Ops.  Great work".

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I worked closely with marketing to ensure a completely TTL campaign and consistently played back to the Marketing Director what our internal approach would look like and what it would achieve.

In fact, my approach influenced the external campaign as they also adopted more localised messaging across the country.

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Check out the examples of these messages below.