Taking a brand global

Need – Employee Engagement

Services – Strategy & Content, Creative Design & Production

Challenge

To launch a new company brand identity across 27 countries ensuring all 5,000 staff felt included, valued and engaged with the new strategy.

Solution

Using a ‘top down’ approach, we developed a 12 month integrated campaign to ensure high impact reach to all audience groups.

Starting by activating business leaders and aligning them to the new brand, we created brand champions who could share the new principles with their teams. We then designed and produced a high profile launch to all 5,000 company employees across 27 countries.

Our ambitious launch solution was a simultaneous live global broadcast to all 5,000 employees. Produced by Aspect and hosted at our client’s HQ in Florida, the 90 minute broadcast included live presentations from 8 satellite sites, linked by 2-way sound and vision broadcasting to 27 satellite events and incorporating a truly global Q&A. The executive team were also deployed around the world to instil a real sense of inclusion and ensure all locations felt valued.

As part of the campaign Aspect also designed and supported an experiential brand breakout activity, that ran after the broadcast at each of the 27 sites, to enhance take up of the new brand principles.

The result was an exciting and engaging global brand experience that delivered a consistent message, tone and feel throughout the organisation; one that firmly embedded the company’s history.