Top of the class!
NATIONAL GRID 'BACK TO SCHOOL' MONTH
Branding/comms/animation/website
National Grid comms project, 'Best Campaign' Award of Excellence winner - IoIC Awards
In previous years, National Grid's SO (Service Operator) section had traditionally held an annual conference to communicate important issues with colleagues - but this had become prohibitively expensive - so an alternative solution was needed.
It was agreed that a month-long series of comms pieces such as podcasts, animations, videos and articles would help colleagues feel connected to the bigger picture - and convey National Grid's new Purpose, Vision and Values.
The theme that held all this together was 'Back to School', a light-hearted brand that mixes well known iconic school imagery with doodle designs, representing both National Grid elements and caricatures of the contributors. An internal microsite was then created as a 'knowledge-base' for all the media, providing easy access to any materials for colleagues.
The theme that held all this together was 'Back to School', a light-hearted brand that mixes well known iconic school imagery with doodle designs, representing both National Grid elements and caricatures of the contributors. An internal microsite was then created as a 'knowledge-base' for all the media, providing easy access to any materials for colleagues.
To introduce this to colleagues, a lead animation was created, based on an introductory podcast by Phil Sheppard (Director of SO). We created and animated character of Phil based on the graphic style, giving the animation a warm, natural tone (think 'Creature Comforts').
Results
The campaign has been a huge success. It was achieved at a fraction of the cost of the previous conference - along with positive feedback from colleagues.
• 97% of attendees found their ‘classes’ useful
• 100% learned something new.
The campaign has been a huge success. It was achieved at a fraction of the cost of the previous conference - along with positive feedback from colleagues.
• 97% of attendees found their ‘classes’ useful
• 100% learned something new.
Feedback
"Very interesting - presented clearly with an enthusiastic presenter"
"Informal, opportunity to hear directly from a senior member of staff"
"Please run this every year and more often if possible!"
"Very interesting - presented clearly with an enthusiastic presenter"
"Informal, opportunity to hear directly from a senior member of staff"
"Please run this every year and more often if possible!"
'Back to School' introductory animation
Single page microsite, with bookable event timetable and repository of different comms media
Caricatures of senior team and key contributors - editable to contain messaging