The Bank of England is the UK’s central bank. Its mission is to promote the good of the people by maintaining monetary and financial stability. It employs over 4,000 people across multiple sites throughout the UK.
Human behaviour values short-term gratification over better long-term value and this is shown by our attitude to saving for life after work. The UK is approaching a crisis of an ageing population who can’t afford to stop working, stifling the employment opportunities of younger generations. The onus is therefore on organisations to inform, inspire and engage employees with the importance of lifetime saving.
Compared to the UK private sector, the Bank of England have a good pension arrangement for their employees but a survey revealed it wasn’t appreciated or understood as highly as some other benefits. Communications weren’t leading to decision making – only 27% of employees felt informed about how to make their annual pension choices. To show commitment to their financial wellbeing, the Bank wanted everyone to understand and value their complete benefits package, and particularly their pension.
We proposed a new reward brand that fits within the existing corporate brand to help differentiate and elevate pension communications. We rationalised the naming of the products and recommended a framework for a range of communication outputs, including four short animations. These help to explain the basics of pensions and how the Bank’s scheme works.
The first two animations were launched in the benefits window and were immediately labelled a success. The launch received over 1,200 ‘likes’, 3,800 page visits during the benefits window and nearly 80% of employees clicking on one of the videos.
All four of the animations can be seen at the below links:
Richardson Eyres needed a campaign to communicate their RE Cloud Service on a B2B level. The challenge was to demonstrate the benefits of their technical services whilst appealing to the purchase decision makers in their targeted customer base. Landscape conceived and created Data Dave, an unfortunate pixel who encounters all manner of bad luck.
To launch the campaign we created the animation ‘The Unfortunate Demise & Rebirth of Data Dave’. The emphasis had to be on Data Dave’s vulnerability and his need for the protection that Richardson Eyres’ services provide. We created a cute and lovable character so that people would immediately feel an affinity for him, making his subsequent, and sometimes brutal, deaths all the more shocking and therefore humourous. Forever restored to his former glory by RE Cloud Backup as a Service, the animation playfully demonstrates the benefits of their services whilst simultaneously making people laugh.
Landscape were presented with the challenge of re-purposing construction group Morgan Sindall’s tender document for the new Institute of Food Research in Norwich. We have previous experience of presenting bids as innovative and purposeful apps and they were excited at how we could add an extra ‘10%’ to their submission.
After outlining a simple UX and UI that incorporated both brands, we integrated video, interactive organigrams and timelines, BIM diagrams and animations, all reinforcing Morgan Sindall’s key proposition and bringing complex information to life. Bids generally need to be produced within a very short timeline, as content is often only finalised at the last moment but our systematic method of integration and delivery meant that we we produced an impressive app seamlessly and successfully.
Hymans Robertson believed that if they could bottle their clients experience of working together, they would be an extremely attractive pension partner. So we filmed their annual and prestigious Burns Night Supper, and then traced back three clients to explain how Hymans Robertson helped them to deliver on the ‘Pensions Promise’, picking up key messages with tracked kinetic typography. The film is used as a general introduction for tender opportunities and new business, and to engage prospective employees.
Over the past five years, Nationwide has undergone a series of operational changes which effected how employees work and the services they offer to their customers. In order to educate the employees about these changes and generate a positive outlook, Landscape created an animation which not only clarified what the changes actually were, but emphasised how the transformation simplified the lives of both the employees and the customers. The animation was launched at a company event, alongside additional assets which included a printed desk drop and poster.
As befits an organisation whose tagline is ‘Always Learning’, Pearson wanted to create an e-learning module for all employees that explained it’s Purpose, Impact on Society, History and People. Willis Towers Watson asked Landscape to create an interactive and engaging tool where employees could tailor their experience by answering a few short questions which then presents relevant content to them. It included games, videos, quizes and other interactive content. It was integrated into Pearson’s e-learning platform, using SCORM. We also produced animations that supported the launch.
Hymans Robertson required a clear proposition for pension fund Trustees. They know that the way in which they work with their clients is what really sets them apart where competitors are sales-focussed and heavily influenced by the needs of shareholders. We developed ‘Trustee Tales’, a campaign that leveraged the strength and length of their client relationships. We interviewed a selection of key trustees and wrote and animated a series of short stories that combined their business challenges with personal anecdotes. These were distributed through social media and as a targeted direct marketing campaign. We also produced the concepts for their event stand at NAPF, and other key pieces of collateral.
Zurich were undertaking a group initiative based around job profiles and training that needed to be communicated to all employees in 170 countries and in seven languages. We created a behavioural journey for employees helping them understand the new competency model, and focusing on Awareness and Desire in the initial phases. The communications strategy used digital touchpoints to provide straight forward KPIs, and to fulfil Zurich’s environmental responsibilities.
Zurich has a sophisticated set of global employee training and career support tools but wanted to show how they join up to form a complete employee lifecycle. Zurich had been impressed with our work on ZPP, and so asked us to create a short animation. We picked up the blue circle from the brand mark and used this playful visual device to bounce and roll along, connecting each module and demonstrating the opportunities available for employees on joining Zurich until they leave. It is now a key element in Zurich’s on-boarding programme.
Research by Hymans Robertson found that two thirds of employers believe that almost half of their workforce are not saving enough to retire when they would like. In response, Hymans Robertson launched Guided Outcomes (GO) – a pensions solution that guides employees to make the right decisions on building their retirement savings pot. We created Mr Feel Good to illustrate how GO could make pension trustees ‘feel good’ about pensions. It was launched with a microsite, animated films, advertising and social media. Post launch activity included targeted direct marketing, events, further PR and thought leadership initiatives.
Swiss pharmaceutical company Actelion had grown rapidly due to their development of market leading hypertension drugs, and needed to explain the business strategy to their 2,500 employees. We used language to emotionally connect employees to the business through our ‘Shaping Our Future’ campaign. This was then applied to a web app that calculated an employee’s learning style, and then served up the strategy content in the most relevant format – either a film, podcast, interactive PDF or white paper.
In partnership with Willis Towers Watson, Landscape were asked to create a visual language that could be applied to various pension communications for J.P. Morgan UK employees. We created a library of graphic icons in different colour treatments that underpin specific pension messaging which can build to create larger illustrations that support the objectives of individual communications. This was implemented across various print, digital and film applications.