Challenge

Leading insurance brand Aviva wanted to drive real change within the business and get their staff involved to really 'make a difference'. They embarked on an annual initiative offering a £20,000 prize for the best money-making or time-saving idea. The challenge was to find powerful ways to engage the staff and to support them as they implemented their ideas.

Insight

We realised that whilst the prize itself was going to be a key motivating factor, we needed to provide some inspiration and a spark to encourage people to go the extra mile.

Solution

We produced a vibrant multi-purpose information pack and each participating staff member received a pretend credit card supposedly pre-loaded with the cash. This helped to create an emotional link to the things they could buy with the money.

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An interactive video showcased the previous year's winner and all the different ideas that people had come up with. As well as providing inspiration this also helped to stimulate some real ideas.

Finally, a branded ring-binder was provided to collate all the relevant supporting material as the ideas were put into action and the results were measured over time.

Email, intranet and 'screen wobblers' were used to increase internal awareness of the campaign