The challenge
American Express (Amex) wanted to ensure all 700 employees of Global Commercial Card EMEA felt their views were recognised. It aimed to provide answers to questions raised in an employee conference earlier in the year and maintain a constant two-way flow of information.
It also needed a communication tool to deliver key points to the sales and account development community with regards to the new Platinum Card, which would come directly from Brendan Walsh, EMEA’s senior vice president.
The audience included many European nationalities and an array of job functions. Amex hoped to create a viral effect that would take the communication across business units and the globe.
The communication needed to be entertaining while also getting across a serious message. It also needed to be anonymous if employees were to be encouraged to discuss issues with senior management, particularly in a difficult economic climate.
The approach
Three fictional employees – Gertrude, Roger and Serge – were born to be the employee voice. Through the characters, email communications were reassuringly anonymous and therefore free of risk. Film was chosen as the best media, and a five-minute video-cast was hosted on the intranet and emailed to employees.
Bright Light’s involvement from the concept stage enabled three animated videos, newsletters and other activity to be produced within budget.
The results
The video was viewed by 63 per cent of GCC employees, most viewing it on the day it was dispatched. It was still being viewed for two weeks after, indicating employees went back to look at the video at a later date, with some viewing the video multiple times.
“The team have transformed internal communications from ad-hoc emails into a strategic approach aimed at engaging employees and motivating them to deliver,” says Walsh.
