Following it’s launch, OneFamily asked Cherry Tiger to create an immersion programme to introduce and explain the thinking behind the new brand to all their employees.
In a nutshell we had to demonstrate the importance of brand to all OneFamily staff, regardless of marketing knowledge or position in the organisation. This meant explaining the diversity in make-up of modern families and their requirements whilst conveying the key elements underpinning the new brand, vision, mission and core values.
We also wanted to encourage employees to think about how they could support and build the brand in their role at OneFamily.
We delivered a series of thought provoking seminars to engage employees. Splitting our audience into ‘Happy Families’ we took them back to the ‘golden age’ of family television playing bespoke versions of classic quiz shows to get our message across in an interactive environment.
The brand Generation Game: demonstrated the impact of brands in everyday life. Modern Family Fortunes: showed how today’s families react to modern financial stress. Brand Blankety Blank: re-enforced the OneFamily vision, mission and values. We also created a video which crystallised the ethos and thinking behind the new brand.
At the end of each session delegates took away handouts to remind them of the key themes of the day as well as a stick of seaside rock with the brand messaging running through it. Sweet.
"The brand immersion programme was a really great piece of work. It educated OneFamily employees about the importance of our new brand in a fun and interactive environment. It's been received extremely positively throughout the business and created a real sense of pride in our brand."
Karl Elliott, OneFamily Marketing Director