BPHow do you persuade your employees to sail round the world the wrong way? It’s a big ask for even the most committed workforce, but it was our challenge for the Global Challenge round-the-world race. BP’s racing yacht would pick up two BP employees when they stopped in port, and they’d crew for the next leg. But finding volunteers wasn’t easy. We worked out that it was because they weren’t telling the story: no-one cares if it’s a 22 footer or about the size of the spinnaker – you’ve got to sell them high adventure on the high seas. It worked. Internal comms turned into a full campaign with Enterprise IG, spanning brochures and posters too. |
