Engaging colleagues at Britain’s leading bank
Lloyds Banking Group (LBG), working with We Are Vista communications agency
Lloyds Banking Group (LBG) needed support in bringing their group purpose – “Helping Britain Prosper” (HBP) – to life for their colleagues. LBG wanted to increase internal engagement and build employee awareness of their everyday role in it’s delivery.
Saynor assisted communications agency We Are Vista in developing the messaging and content for both an internal communications campaign and their campaign activation event “HBP Live”.
We worked with key stakeholders across Lloyds Banking Group to find real-life examples of employees’ actions in their day-to-day jobs that demonstrated the HBP purpose. Then we turned these stories into a range of creative materials and live content.
To influence the broadest possible audience, the stories were shared across the group’s internal communication channels and at a flagship event in Birmingham. A series of simultaneous satellite events around the country meant that 75,000 employees took part in the HBP LIVE activation.
The campaign achieved an unprecedented 99% awareness of the HBP purpose among employees.