The Challenge
Just Group, a UK financial services company, wanted to launch a new training programme to help amplify the competencies and behaviours that would improve managerial skills and support their people managers within the business.
The Solution
We created a comprehensive campaign called ‘Power Up’. The concept was centred around the ‘Just Group Twelve’ – with each persona representing a desired characteristic for successful people management. The personas included ‘the communicator’, ‘the advocate’ and ‘the scout’, with each of the twelve embodying the skills and behaviours required to support people managers to be the best they can be.
We created a suite of assets to build excitement in advance of the launch. Movie trailer-style videos teased the twelve personas to both participants of the programme and wider staff. We developed email and MS Teams templates, as well as a physical welcome pack for the participants. The pack contained a designed notebook, bespoke card deck, branded pens and popcorn; it primed Just Group’s people managers with everything they needed to power up their skills.
“The Power Up branding, assets and campaign really captured colleagues’ attention and imagination. There is a really fun and creative thread that has enhanced the whole learning experience and helped to make it both memorable and impactful.”
Simon Halls, Director of Talent, Leadership and Learning, Just Group PLC
The Results
The campaign concept created a real buzz among colleagues, and the fun assets provided visible and tangible teasers to promote the new training programme. The branding provided a professional framework and has been retained for future communications to bring consistency and help keep the campaign principles fresh in colleagues’ minds.