Building a sense of pride and collaboration among employees

PROBLEM
British Gas Energy sought an engaging video that would inspire their team and demonstrate the power of collaboration. They needed a solution that would effectively showcase their new branding and culture pillars, setting an aspirational standard for employees.

OBJECTIVES
• Inspire and unite the BGE team.
• Evoke strong emotions of happiness and pride.
• Support the communication of the new BGE branding and culture pillars.

STRATEGY
Employees don't always remember what they see or hear in communications, but they do remember how it makes them feel. Something Big's strategy focused on creating emotion. The video featured authentic employee voices, diverse filming locations, and emotional appeal. This combination of elements created a compelling video that communicated the power of collaboration among BGE employees.

IMPLEMENTATION
• Based on BGE's objectives and existing messaging, Something Big crafted a beautifully written original poem to evoke emotions of pride and collaboration, setting the tone for the video.
• To enhance authenticity, employees were filmed reciting the poem, capturing the true diversity and authenticity of the team.
• Filming took place across various locations, including offices and employees’ work-from-home set-ups. The footage captured the employees reciting their lines, showcasing real work environments.
• During the filming process, special attention was paid to capturing visuals and moments that would evoke emotions in the viewers. This involved carefully selecting scenes, capturing authentic interactions between employees, and working with the participants to bring out expressions of pride, happiness, and collaboration. The filming was complemented by appropriate music and sound design to enhance the emotional impact of the video.
• After the video was finalised, it was shared through local team meetings and townhalls, team calls, Yammer (an internal communication platform), the intranet hub, and digital signage. This ensured that colleagues across the organisation had multiple opportunities to view and engage with the video.

RESULTS
• Shared with 3.8k colleagues across the business.
• Positive testimonials from across the business demonstrating the emotional impact.
• The hook “the energy behind the energy” is now being used by colleagues and is becoming an internal tagline.