Veronika Hášová

Česká pojišťovna

Hra na bouračkuInterní kampaň České pojišťovny

Internal campaign goals and targets

Targets:

Introduce key campaign of the spring to all employees and build their engagement and support for sales line (sales agents had direct motivational program)

Link well all advertising, PR and internal communication activities within the CP so employees are always informed first about the plan and results

Target group:

4000 employees

 

Internal communication strategy

Inform employees about the campaign• internal decorations• communication channels• regular business update

Engage employees into the campaign• conferencies and meetings• events• contests• fun Evaluate the campaign

• personalized reporting for sales force

• CEO letter to all employees• contests evaluations on

intranet

Information at the first day

Internal decorations

• Posters on the walls

• stands in corridors

• pictures on the main door in the reception

• Pictures in lifts – outside – inside

• a sign on the parking garage entry boom “Accelerate today”

• large stickers in the parking garage entrance

• traffic signs and children cars from the TV ad in the reception

Information about the launch

• Intranet: Special campaign pages for employees

• Sales portal: Special campaign pages for sales agents

• Intranet Homepage – banner, main campaign news about the smart phone application – downloadable

• Weekly Newsletter

• Pop-up window

• Screen saver

• E-mail signatures

Launching intranet

Information during the campaign

• Film about making an ad – a film about shooting the commercial.

• Internal radio – broadcasting a spot from the PA system

• Internal TV channel – broadcasting a TV spot and the film about a film

• Česká Info – magazine

• Car sticker – “I love my car. Insured by Česká pojišťovna” on employee cars

Engagement

• Campaign was introduced to the sales force on the annual sales conference in March

• The song from the TV ad could be downloaded as a CP mobile phone ringing tone.

• Employee contest for a new i-phone was introduced: who will guess the best estimate about downloaded CP smart phone applications before the end of the campaign?

Engagement

• Take the picture with your team in front of the veteran car installed inside the HQ CP building

Engagement

• After the campaign all children cars exhibited in corridors were donated to the “Klokánek” charity (a fund for endangered children), with whom we have had long cooperation

• Handing in stickers in the parking garage with checkpoint at the exit

• Washers washed windows of the leaving cars

• Sticker inspection

Engagement

First aid courses were offered to employees at the end of the campign: Be ready to help others.

And we have organized some fun too.

Competition was organized for customer service centers employees in Brno and Pardubice.

Top secret employee race

Top secret employee race was organized through countryside on Saturday and more than 100 employees competed in 30 cars.

Regular campaign evaluation

• A text message (sms) was regularly distributed to sales managers

• Personalized intranet portal for the sales network with performance statistics for each sales hub

• E-mail from the CEO with the campaign results (to be sent still)

• Regular update on the internal TV channel

• Campaign results presented in the e-magazine (homepage) on intranet

• Campaign results presented regularly in the electronic newsletter (distributed every Tuesday)

Contact

Veronika HášováInternal Communication ManagerCeska pojistovnaNa Pankraci 1720/123140 21 Prague 4Czech Republic

T: +420 224 555 894F: +420 224 551 094M: +420 737 230 060E: vhasova@cpoj.czwww.ceskapojistovna.cz