Barclays Bank is market leader in the use and development of (bank related) technology. They have over 20.000 people working worldwide. The majority of these people never meet and don’t know anything about the conditions in which their colleagues are working. They don’t know anything about their city or town, nothing about their office or how they structure their days. This despite they are working together, often even on the same project.
It was the simple questions that inspired my thinking. What time do you leave home? What do you do when you get to your office? What does your office look like. Create a series of 10 films ‘A day in the life of…’ of 10 different employees from 10 different countries. Show their daily routine, their place of work and see them interacting with colleagues. Ask them all questions about their work, their life at Barclays and their life around it. Make it personal. Tell a story!
Going beyond it’s original purpose, it has now proven incredibly successful as a recruitment tool in a highly competitive market.
Pascal M Mindlin
Cycling UK is the leading charity in the UK supporting cyclists and promoting bicycle use. Besides promoting cycling they preserve and protect the health and safety of cyclists. This includes providing training and education. With more and more people taking to cycling as a means of transportation, there is a great need for organisations like them to reach a larger audience and to be engaging in conversations about road safety with local authorities. The roads in the UK are often not fit for purpose when it comes to cyclists and in general there is a lack of respect for the cyclist on the road. Organisations like Cycling UK create awareness and make the roads saver for cyclists and therefore for everyone.
Our aim was to create a Content Marketing Campaign which would inspire people to take part in the conversation around cycling. The more people would take part, the more awareness we would create around road safety. In order for people to participate we designed a competition which would trigger cyclist’s interest. Interest would be created through social media channels where people could nominate ‘UK’s BEST BIKE MILE’. The project would involve a micro website as well as an App with maps and related info. More awareness would be created through endorsement from famous Brand Ambassadors.
The Content Marketing Campaign:
1. Create awareness around our contest.
2. Start getting contributions.
3. Top 10 is selected (by votes online).
4. Winner is chosen (by a selected jury).
5. PR event for winning mile.
What would happen next:
A jury of well-known people, all bike lovers (we know that Gordon Ramsay is a bike fan), choose the winners from the nominations. There would be a lot of prizes from bike-related sponsors. We would create extra visibility for their products through our contest. There would be a special event taking place at the winning mile for extra PR. A great opportunity to create the next hype around cycling that could be shared through social media. One idea was to try and get as many bikes as possible on the day and create the longest line of bikers. A short documentary would be made of the entire project which would be launched after the last event to create the next phase of promotion / hype.
Pascal M Mindlin
ICAEW is a world leading professional membership organisation that promotes, develops and supports over 150,000 chartered accountants worldwide. It also provides a Chartered Accountant qualification, the ACA, which is one of the most advanced learning and professional development programmes available. It is valued around the world in business, practice and the public sector. ICAEW identified that their approach to attract a new and younger generation was in need of some modernisation.
They needed to tell a story and tell it well. The profession is at risk of being perceived as a bit stuffy so we needed a concept that would turn that around. Let’s talk about the exciting possibilities that comes with this career choice. The new campaign exceeded expectations. Make it personal. Tell a story!
Pascal M Mindlin