Aviva: Making employee engagement ‘click’ at Aviva

To tie in with the 2023 external advertising campaigns and a focus on helping to solve customers’ financial puzzles, the Aviva team needed an imaginative integrated internal communications campaign to win the hearts and minds of colleagues. It needed to help them feel connected and that everything they do, no matter where they sit in the business, is an important part of ‘making it click’ for customers.

Sequel worked with the client team to develop an employee engagement campaign. Content included assets to promote the campaign across internal channels, building on a puzzle theme and featuring real colleagues. 

To focus the internal communications, we applied a six degrees of separation concept to show how colleagues, wherever they sit in the business, have a role to play. 

We created a dynamic social media-style film based on familiar ‘pass it on’ virals. Six colleagues were transformed into stars for the day, each passing their baton (an Aviva pen) to each other in a series of short sequences.

The purpose of the film was to help colleagues make the connection that their work has an important impact on the customers’ experience and it spearhead an internal campaign encouraging colleagues to make their own mobile films.

The campaign launched to colleagues on all devices and channels.

The video was produced for Results Day in March as part of the best attended all-colleague event broadcast ever held, following a day of results meetings and presentations. The film opened the event before CEO Amanda Blanc’s presentation and set the tone for the employee engagement content, sparking excitement among colleagues and resulting in enquiries about how to get involved.

A second series of posters and digital assets aligned with the video was then launched across the business, and a ‘how to’ guide developed for colleagues wanting to create their own videos to share across Aviva’s internal social channels.