The challenge__

Highly respected international architectural firm, Benoy, came to us with two challenges relating to their evolving employer brand. First, they wanted us to research and position the Benoy brand internally so that it would resonate with colleagues across the global business. Second, they needed to drive brand advocacy at a grassroots level by finding employer brand ambassadors to shape and share the new vision from within the business. These brand ambassadors would be called ‘Firestarters’.

The solution__

Through our research, we uncovered all the elements of the Benoy brand that resonated with stakeholders and employees. At the same time, we launched a global internal comms campaign to recruit Firestarters from across the business. Using the message Whatever your Benoy, shape it, the campaign invited employees to shape the future of the company and simultaneously provided them each with a piece of plasticine, which they were encouraged to shape – literally – however they saw fit. The resulting creations were shared on a custom Tumblr to encourage collaboration and reinforce the idea that this was a process everyone at Benoy could be part of.

The Results__

More than 100 plasticine creations were submitted (including ones from the Chairman and CEO) and, incredibly, 156 employees volunteered to be Firestarters – that’s 25% of the entire global workforce. The successful Firestarters helped co-create a new Rallying Cry, which, together with a compelling manifesto, was revealed on a bespoke microsite and simultaneously via video conference with the Brand Steering Group. Fittingly, the new Rallying Cry is: Imagine unique. Create remarkable.

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