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Strategy
Delivering a brand new brand
back to grid

in a nutshell

We partnered with Aviva Investors to create a compelling and impactful internal communications strategy ahead of the launch of their new brand in the summer of 2015. Working closely with a cross-functional project team, we developed a co-ordinated campaign designed to engage and excite 1,200 global colleagues in the new brand, and empower them to deliver on the new brand promise.

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the challenge

It was our challenge to help colleagues get under the skin of their customers, helping them understand what they are trying to achieve and how Aviva Investors can help them reach these outcomes. It was vital that this felt more than just a new ‘sign above the door’, so we had to demonstrate clear alignment with the business strategy and deliver consistent and authentic messages to all audiences within the business.

the response & delivery

From day one, scarlettabbott and the rebrand project team worked closely to map out the scale of the internal engagement. We continued to work flexibly with the team throughout the delivery of the project.

We began with a group discussion exercise during which managers could discuss the journey ahead with their teams. Everyone heard a consistent message about the overall brand direction, but could explore the particular challenges they would have to overcome. All messages carried our distinctive visual identity that worked as a ‘holding brand’ for the transition period.

Subsequent communications were delivered through a secure microsite – our-AIRport. The site was updated each week, allowing colleagues to digest content at their own pace, and we used a variety of media to add interest. Each page carried a clear call to action to maximise opportunities for colleagues to have a voice.

A key section on the site holds investor personas, which use a mixture of fact files, quotes, word clouds, audio recordings and animations to help colleagues really get to know different types of customer. The site continues to be a key touch-point for colleagues post-launch, hosting the resource toolkit that enables colleagues to effectively deliver and protect the brand.

On the date before brand launch, colleagues were invited to a global ‘reveal’ event at which they got an exclusive preview of the new creative treatment. Simultaneous events took place in London, Chicago, Paris, Singapore and Luxembourg. Employees committed to protecting the brand by adding their signature to a pledge wall, and shared what part of the brand journey they were most excited about.

61%

advertising
awareness in
November

Boost

to morale and
elevated sense
of pride

705

hits on
microsite since
launch

the impact

“I’ve been very impressed with the engagement and quality of the work produced - it’s been great to have such an excellent partner on board to help us deliver our new proposition.”

Isla Mackenzie, Global Head of Marketing & External Communications