CATEGORY 16:
27
Best internal campaign
WINNER: Dulux
AGENCY: PLATFORM CAMPAIGN: ‘WHAT WOULD YOU CHANGE?’
P
aint manufacturer Dulux launched a break, a postal mailer was despatched to
consumer campaign at the start of the 2362 home addresses of staff members.
year showing how making a small The mailer included unique log-ins to a
decorative change to a room could make a dedicated website and a voucher to be
huge difference to its look. Ahead of this, redeemed for Dulux products.
Dulux wanted to launch the campaign Throughout the campaign, regular
internally to staff on their return from the emails detailing the latest events and
Christmas break. programme milestones were also sent to
The internal project needed to follow the maintain engagement. A series of practical
same design guidelines as the consumer masterclasses were also held to give staff
campaign and achieve several objectives: to members hints and tips on decorating their
raise awareness of the forthcoming own rooms. These were also available to
marketing drive; encourage staff to engage download as PDFs.
with and believe in the campaign’s Other campaign collateral included
rationale; improve the head office working branded tent cards on office desks and in
environment; and provide a tool to the sales meeting rooms; a campaign DVD
force to sell the product to resellers. explaining the consumer campaign and
Staff returned to work to find two giant providing a tool to help sell additional
outdoor billboards advertising the product to resellers; and branded traffic
campaign in staff car parks, and the head cones and tape, used to mark off areas
office rebranded with ‘What would you whilst the office decoration work was
change?’ materials and communications. In instrumental in conveying the campaign carried out.
keeping with the consumer campaign, 13 message to laboratory and workshop based In total, 1134 individuals logged onto
‘change areas’ had been selected, with staff staff without internet access. the site, more than 400 decorating
members encouraged to vote for colour Staff were also encouraged to make vouchers were redeemed and the head
schemes on a dedicated website. Change changes to their own homes and upload office gained 13 improved work spaces.
ambassadors were appointed to campaign ‘before’ and ‘after’ images to the website More than 55 per cent of staff took part in
for their designs and were given a badge using a ‘rate my room’ function. Site the voting, and 60 staff volunteered to help
and ‘logo bugs’ (coloured furry toys) to visitors could leave comments and at the decorate the areas. Phase two of the
give out to voters. They were also end of the campaign, renowned interior campaign was launched in the summer,
designer Kit Kemp judged the top three after submissions to the B2B Marketing
rooms – whose owners won Red Letter Awards had been made.
Days experience vouchers.
Beforehand, during the Christmas
RUNNER UP: Veolia
AGENCY: IAS CAMPAIGN: ‘TAKE IT IN’
V
eolia Environmental Services is the that many said they would listen to their
UK’s largest waste management union over a ‘preaching’ employer – so all
company, with around 10,000 the posters were produced in association
employees classed as ‘operational’, with the four trade unions. The campaign,
meaning they encounter daily health and dubbed ‘Take it in’, featured ‘RAE’ (a Risk
safety risks. Assessment Expert) getting into harmful
Although they had a good health and situations that employees should avoid.
safety record, there were still 513 Lost Bright visuals and appropriate humour
Time Incidents (LTIs) in 2007 – so there were used to engage the audience without
was room for improvement. A campaign lecturing.
was needed that would effectively focus In total 24,000 posters of 42 different
employee awareness on potential hazards. types were produced. A converted bus also competitions were also run.
DM and email activity would have been took RAE on the road to environmental During the first two months of the
difficult to execute given the nature of the services depots to provide practical campaign, the commercial services
staff jobs, so a poster campaign was demonstrations. A short film introducing division reported zero LTIs. RAE has
deployed as the primary marketing channel. RAE was played at a management seminar become memorable amongst staff, and as
Depot managers and operational staff before being rolled out to general staff, and such a new generation ‘green’ RAE has
were first canvassed for their views on the life-sized RAE cut outs were deployed to launched, who looks out for
biggest health and safety issues. It emerged major depots and offices. Text and win environmental issues.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40