Let's Delta Lloyd Life together
LAUNCH DATE
February 2011
TARGET GROUP
All Delta Lloyd Life employees.
CHALLENGE
Delta Lloyd Life and Swiss Life Belgium, 2 major insurance brokers, merged in 2008. Two different corporate cultures needed to be integrated, creating a major need for intelligent internal communication starting from scratch, in order to prevent one of both cultures dominating the other.
After having interactively determined the company values, they needed to be translated into a company brand for the employees to identify with. GutzandGlory set out the strategic basis for that "employee brand", with the main focus on employee satisfaction.
Basically, we needed to create a feeling of pride in working for the new Delta Lloyd Life, and let the employees experience the corporate values in order to generate better cooperation.
SOLUTION
We created a platform concept for the corporate culture "brand" in the atmosphere of travelling together towards a common destination. The metaphor of an airport was used to integrate the concept into the company infrastructure.
The airport breathes out the 5 Delta Lloyd Life company values: Integrity, Responsability & Commitment, Team Spirit, Open Communication, Entrepreneurship. The values are considered the common destinations, and all employees are passengers on an exciting journay towards experiencing these values.
Specifically, we created campaign images presenting the corporate values in a setting that the employees can easily identify with. The workspace was branded with a new welcome desk in airport style as well as signalling for all departments and "social spaces", and all social facilities were branded as if they were shops and corners at an airport. All departments thus became parts of a bigger plan, and social meeting points invite the employees to get together in an environment that reminds them of the common destination.
An intelligent and interactive "flightboard" display was installed on screens and as opening page of all browsers, indicating the "flights" of the day: meetings, social activities, milestones. All employees received a suitcase with a brochure on the project and "airport" stickers; to motivate their interaction; Let's Tango Alfa Lima Kilo...
The campaign is omnipresent at Delta Lloyd Life, creating awareness, interactivity and corporate culture experience amongst the employees. Moreover, this is only the start: the concept serves as a platform for future internal communication and further development of the online tools, social spaces and the road to excellence.
