Zywiec Promo, Case study WHO STOLE OUR LOGO? by Euro Rscg Warsaw

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Poland
Agency Euro Rscg Warsaw
Released August 2012

Credits & Description

Category: Internal Communications
Managing Director: Katarzyna Przewuska (Euro RSCG Sensors)
Associate Director: Magdalena Majek (Euro RSCG Sensors)
Senior Specialist: Agnieszka Syguła (Euro RSCG Sensors)
Media placement: Teasing Movie - Youtube - 15 May 2010
Media placement: Posters - Internal - 15 May 2010
Media placement: Email To Employees - Internal - 15 May 2010
Media placement: Movie With CEO's Speach About Rebranding - Intranet - 1 June 2010
Media placement: Rebranding Kit - Internal - 1 June 2010
Media placement: Rebranding Brochure - Internal - 1 June 2010
Media placement: Internal Magazine Containing A Comic Book - Internal - 4 June 2010

Summary of the Campaign
Is it possible to communicate to employees their company’s rebranding in an innovative and engaging way? We proved that you can. The best way to achieve it is to... steal the logo! To show how important the corporate identity is, a creative idea was brought in: let’s show the employees how it would be not to have the logo at all. “Who stole our logo?” was an internal communication campaign supporting company’s visual identity change of Grupa Żywiec (part of Heineken Group), which hires over 500 employees in 6 units in various locations in Poland.

The company’s core values were expressed through the creative and modern tools proposed and prepared by our agency: a comic book, teasing posters and viral mailing. During the whole campaign employees remained highly interested in the proposed activities and welcomed the new logo with enthusiasm and understanding of the rebranding process. A comic book (used for the first time in a company's history as a communication tool) starring the hero invented for campaign’s purposes – a villain GŻmot – was very well received. His popularity was such that the comic was included permanently in the internal magazine to communicate important company issues.

The Situation
Grupa Żywiec S.A. consists of five breweries located in various parts of Poland and a headquarters in Warsaw. The Company hires over 5,500 employees, and owns 8 brands of beer. The main problem revealed in internal communication audit was the lack of integration between the units. It has remarkably influenced employees’ corporate identification. Also, the audit showed that the visual identification of the company was not reflecting its aggressive market ambitions and modern spirit. So the decision was made to rebrand the company, introduce the common value and symbols and increase their awareness.

The Goal
Based on the results of the internal audit, passion was identified as core corporate value, aligned with the strategy of the company; an ambitious market leader, passionate about the future. The agency’s task was to design an internal rebranding campaign that would gain employees’ attention in order to make them understand the rebranding process, rise their engagement in it and build their sense of belonging to the company.

The Strategy
The agency proposed a strategy based on surprise and modern communication tools. The campaign was divided into two stages:
In the first; teasing one - the stress was put on focusing employees’ attention on the importance of corporate logo and making them interested in the rebranding; The second reveal stage was focused on explaining the change, strengthening the acceptance for it and introducing company’s core value: passion.
As a moderator of the rebranding process, we have used a figure of a villain invented for the campaign – GŻmot. His task was to steal company’s logo from the head office building. His actions were aimed on proving to employees that changes of the corporate identity are the necessary stage in the company’s development. Creative and innovative tools (viral mailing, YouTube movie, comic book) were used in order to align with the new corporate values and modern spirit of Grupa Żywiec.

Two weeks before Day One a recording from security cameras was published on YouTube and emailed to employees. In the video an unidentified man steals the logo sign from head office building. The posters with offender’s picture were posted in the offices. Employees also received the emails with information about the logo’s theft and request for help in finding the offender.
1. On Day One employees of the head office received the kit with items branded according to new branding, a brochure promoting new corporate identity and an email from the CEO with an official introduction of new branding.
2. The movie with CEO’s speech on rebranding appeared on the Intranet
3. All employees received a new internal magazine, dedicated mostly to the rebranding.
4. On the last page of the magazine a comic book was published. It showed a story of theft and the capture of GŻmot.

Documented Results
Delivered solutions created the positive reception of the change. Key messages were delivered directly to 150 employees of the head office. They felt the importance of the organizational identity expressed first of all through the common sign – the corporate logo.
Employees responded vividly to teasing activities: discussed the disappearance of the logo, viewed the movie in YouTube (200 entries) and contacted the email address from the posters. Due to the chosen strategy, on the first day of the reveal stage everyone knew about the disappearance of the logo, so employees received information about the rebranding with full understanding of the meaning. Through internal communication tools, the message was delivered to all 5,500 employees. The figure of GŻmot, a likeable villain, gained such a fondness that the comic book with his adventures became a constant part of the internal magazine. Important company issues are communicated via this channel.