A digital learning campaign with a difference
The challenge
As a financial services organisation regulated by the FCA, colleagues at Volkswagen Financial Services need to complete a suite of annual mandatory e-learning, during a fixed learning window.
The goal was to increase engagement with the process of completing the e-learning and to approach the communications in a creative and engaging way.
The solution
Knowing that the Comms-led campaign would need to be complemented by Compliance-led communications, we used existing compliance data to create four personas that embodied the different learning styles evident in the completion rates: The Eager Beaver, The Snoozy Squirrel, The Steady Turtle and The Night Owl.
These personas were given distinct visual identities, hand illustrated by our studio, that formed the bedrock of the communications. These were showcased on posters and digital signage in high-traffic areas around the offices.
Before the window opened, we also released a fun flow chart that asked colleagues to reflect on which learning style they most related to, which was shared on the intranet. We had more than 60 colleagues respond to this, showing most colleagues believed they were Eager Beavers or Steady Turtles.
This engagement was a great talking point for the business and even saw the Board of Management commenting in their blogs about their own learning persona, which helped to drive engagement.
The results
The campaign struck a fine balance between being playful and interactive without ever diminishing the importance of or losing sight of the core request – to complete mandatory e-learning.
At the end of the learning window, there had been an 8% improvement in the completion rate compared to the previous year.
Why we love it
“We were able to take a new approach to an annual topic that brought a playful edge to an important message. The data we got during the campaign helped us with our storytelling. By asking people to align themselves to one of the personas, we could talk each month about whether there were really were as many Eager Beavers in the business as people thought. It was really brought to life by the brilliant design too, which is definitely my favourite part of the whole thing.”
Nick Robbins, Account Director
