“Genuine Connections”, for BT
We created a ‘BBC-worthy’ internal documentary series for BT to drive advocacy and belief in the company’s purpose – to connect for good – among its 100,000-strong workforce.
The work
Our brief was to drive advocacy and belief in the company’s purpose – to connect for good – amongst its global strong workforce.
Our solution? There is so much amazing work that happens that even employees don’t know about. We wanted to tell those stories and show how BT Group is connecting for good every day – authentic stories, treated with the same creativity as external comms, and shot with an award-winning director and production company from our Cohort.
We, and the client, wanted to treat an internal audience with the sort of creative storytelling quality and craft as is more usually reserved for an external, ‘consumer’ audience. So we worked with an Oscar-winning producer to create a documentary series that wouldn’t look out of place on TV. Watch the first series here:
Results
The series was one of the most-watched pieces of internal comms BT has ever produced, with record engagement on Workplace, the Facebook-based internal comms platform, with more than 100,00 views for the first three episodes, thousands of comments and messages of pride.