We were asked by Mitchells & Butlers’ Internal Communications team to create a suite of graphics and motion graphics to support their annual employee engagement survey teaser campaign and launch.
The client was clear that the assets created were to be used across several channels including email, social media, noticeboards and intranet to drive the campaign key messages and promote a call to action to employees to complete the survey.
Mitchells & Butlers’ Internal Communications team wanted a fresh approach to the campaign to support them in re-energising the narrative around this key activity. Our approach was to rethink the campaign collateral and use a combination of high-quality motion graphics and graphic design to maximise engagement.
We created an overarching campaign design to drive recognition for the campaign comms and craft a consistent style across all channels. This included a set of social media teaser graphics and gifs – with bespoke illustration to capture imagination. This was produced in a quirky illustration style to create a more personal feel, moving away from the traditional corporate style and utilising the secondary colour palette.
To apply both the social and intranet functionality we also created five short motion graphic videos for each of the company divisions and the head office function. These included a personalised recorded message from the Heads of People and Internal Communications team to create a bespoke feel and drive engagement with the target audiences. Each video used motion graphics, highlighting words and giving prominence to key campaign messages.
To support communication of the results of the survey we generated a sixth motion graphic video highlighting the key takeaways along with a recorded message from the Group HR Director to provide authority. The illustrations included charts to present data and continued with same design style, providing consistency throughout.
The campaign has helped our client deliver the highest number of responses from employees this year who took time to complete the survey. In addition, engagement scores improved again year on year across all survey groups both at head office and within frontline teams. Our creative approach delivered a set of design assets that brought a fresh twist to the annual campaign, ensuring the communication stood out from the business as usual activity and engaged employees.