European life consolidator Phoenix Group wanted to drive colleagues to its all-new intranet site. The main aims were to create an engaging solution to get people talking and showcase the benefits of the three new intranet hubs: This is Phoenix, Me at Phoenix and News at Phoenix. The big challenge was getting colleagues to sit up and take notice of an intranet. They needed a disruptive, experiential approach.
After listening carefully to Phoenix’s needs, and carrying out research with colleagues, we found that most people were time-poor and would prefer a quick, entertaining and informative launch that quickly ‘sold’ the ‘what’s in it for me?’ factor. To create a buzz, we worked with the team at Phoenix to develop a ‘secret cinema’-themed event, complete with a red carpet and branded popcorn cartons. We addressed any scepticism head-on, playing on the most complained-about and frustrating features of the old intranet, and highlighting them in film trailers to add humour. Phoenix colleagues took centre stage in both the films and cardboard cut-outs.