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NAB : Executing a change program to drive social platform adoption
Australian financial services provider, NAB, has designed a comprehensive launch and change campaign to drive the sustainable adoption of Viva Engage throughout the bank, following the retirement of Workplace by Meta and a subsequent platform evaluation exercise.
The change campaign is based on four principles, including the use of humour, a design concept involving travel, and messaging around the ease of use of the platform. Efforts have also been focused on changing the behaviours of senior leaders through targeted training and resources.
Highlights of the campaign include visually striking assets, a well-received launch video, imaginative storytelling carried across different channels, and a physical activation involving hidden golden tickets. Communities were also heavily rationalised and relaunched on the new platform. The overall result has seen healthy adoption and participation with Viva Engage.
Why this won a Gold award
- This is a very well executed change program based on some smart principles including the leader-led focus to drive adoption for the longer term.
- There’s a creative flair applied throughout the project, from the ways to capture leader’s attention at the annual conference, to the launch video and the golden tickets activation.
- We love that the team made a huge reduction in the number of groups and thought about the different types of community in Viva Engage, helping to ‘reset’ the platform.
- We love the commitment to storytelling threaded throughout the campaign.
- The design of the assets is both attractive and memorable, with an imaginative travel concept.
- We like that the platform has been successfully positioned around NAB’s strategic priorities.
- There are some strong results with greater levels of adoption than the previous platform, and higher levels of leadership participation.
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