It’s Personal
Whitbread wanted to use media in an innovative way, to raise awareness of cyber security amongst their diverse workforce.
Challenge
Then owners of Costa Coffee, Premier Inn and a series of smaller UK-based restaurant and hotel chains, Whitbread wanted us to put their hardest-to-reach groups at the core, including coffee-shop Baristas and hotel porters, making sure all content could be accessed ‘on the move’ and would be appealing to the under-thirties.
Solution
We introduced our position - ‘It’s Personal’ - to explain why data is so central to their business offer of giving customers a good time: if employees don’t look after it, customers are unlikely to come back. We told this story through an innovative ‘rally-cry’ film, where customers were first seen as digital data before ‘morphing’ into real people once their data was looked after well.
To move the campaign along, we commissioned two comedians (Garrett and Pierre) – to offer a light-hearted view of all thing’s information, covering passwords, social media and remote working amongst other topics. From this content, we created a series of podcasts that were used as introductions to the different issues, showcased in an employee ‘app’, which included games, prizes, and key employee information.
Finally, from the podcast content we created a programme of digital learning, again accessible by phone, which represented part of employees’ mandatory responsibility to Whitbread as part of their new joiner ‘pack’.
Impact
Over 80% of employees completed the e-learning, and Costa, in particular saw a systematic improvement in their cyber maturity. Garrett and Pierre also enjoyed the benefit of 40,000 new intros to their comedy.