Internal Communication Concept | Change
‘Preferred Banking Challenge’ | ABN AMRO The Netherlands
A new way of working and a fresh marketing campaign has to be communicated to 1.200 sales employees gathered at five different locations throughout The Netherlands.
After robust intern reorganisational measures forced by negative effects of the banking crisis, the Amsterdam headquartered ABN AMRO bank had a rather grey image in The Netherlands. The high quality employees were personally influenced by that image and should gain back self-esteem and corporational pride. Through an innovative internal communication concept.
To bring a sparkling feeling in the organisation, an employee activating pre-event-campaign has been developed with Dutch TV journalist and presenter Erik Dijkstra in a starring role. He travelled through the country and visited ABN AMRO offices to interview employees and customers on their experiences. Further the level of local know-how was researched in a playful way.
The events and participants on different locations were being connected by social broadcasting. An all-together-now feeling was created by the life tv-show with possibiliies of interactivity and a quiz were groups had to solve a business case, developed from the interviews.
A project of Dutch partner De Otter Creators, Den Bosch