BP app comp 1


Engaging employees in business app design

As part of BP’s global initiative to empower their staff with new Apps, our task was to develop a campaign that would encourage employees to get involved in the development process.

We developed a tiered internal comms campaign around ‘TAPPING IN TO YOUR POTENTIAL’. The aim was to engage staff in visualising tools to improve their own productivity in their day to day roles, managing expenses, holiday allowance, access to sales information, ect... 

This project needed to span a number of different online and offline elements to ensure we could cater for a globally disparate workforce spanning vastly different levels of connectivity. Using the internal messaging of ‘Working Your Way, the idea was to empower the employees and bring together a more collaborative working atmosphere.

The danger was that the nature of the competition would appeal only to IT personnel and their digital colleagues, so they wanted to really ensure that they reached the whole of the BP employee audience. At the beginning of the project, we produced a promotional web banner utilising BP’s widely used employee intranet, as well as a range of digital and print posters that were circulated around the BP network.

A critical consideration was to make entering the competition as easy as possible.

The result: The campaign achieved a level of participation that far exceeded BP’s expectations.

Previous ‘best’ results for internal communications campaigns were set with a benchmark figure of 2,000 votes. With our help on advising on strategy, placement of content and creative ideas for apps, 648 ideas were submitted and over 7000 votes from BP employees for their favourite ideas.


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