Lion Nathan: Making Our Mark

January 1, 2009 by  
Filed under Case studies, Lion Nathan

Lion NathanChallenge

To engage, inspire and invigorate the 500-strong Lion Nathan team at the national sales and marketing conference to deliver on an ambitious year ahead.

Insight

Communicating a stretch target for an already successful sales and marketing team would not be enough – Lion Nathan’s call to arms had to be bolstered with strong support from aligned leadership, and the presentation of business initiatives that would be real enablers to delivery.

Campaign

Impact Employee Communications, Ogilvy PR’s employee communications specialists, worked with Lion Nathan leadership and tapped into employee insights to develop a strategic theme for the conference – ‘Making Our Mark’ – executed via a powerful visual identity.
A coordinated campaign was devised around the theme, with pre-event awareness and excitement achieved through an email countdown campaign, and at the conference through energetic video, keynote speaker presentation support and execution, highly visual participant workbooks (to ensure the team had a personal record of learnings and action plans), and themed room décor and collateral with on-message slogans.

Outcome

The ‘Making Our Mark’ campaign was met with roaring success – the client cited it as achieving cut-through in its conference-heavy calendar, and has become the umbrella theme for all sales and marketing initiatives for the year.

http://www.impact.com.au