Our Mission:
Bankwest required a personality lift for their Employee Values and Behaviours program. Typically, very dry information, the challenge was to engage Bankwest Colleagues and make a memorable and digestible communication platform. Bankwest needed a high level idea to unify and communicate these values and behaviours to their staff but create something that would be easily digested and used, not left on a shelf.
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Action Plan:
Leveraging the bank's established quirky retail characters, we gave each of the Bank's 3 Values their own memorable character (Flower for 'Customer Focus', Bee for 'One Team' and HoneyPot for 'Results Driven'). The link between the 3 values elevated the strategy to a higher level. Bees (colleagues) act as a united team, and pollinate the flower (customer) so they bloom. The result is more pollen from the flower and more honey (tangible results). The 'story' was played out through all marketing collateral, bringing the dry information to life.
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Mission Accomplished:
Tonally, the idea was vibrant, energetic and playful - and an authentic reflection of Bankwest's employment experience.
All staff received the Booklet and the feeback has been resoundingly positive.
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