Cannes Lions

A1 TELEKOM AUSTRIA

PKP BBDO, Vienna / A1 TELEKOM AUSTRIA / 2012

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Overview

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Credits

Overview

Execution

Apart from usual top-down – all employees are invited to take part in a 3-phase dialogue focusing on a new common brand according to the motto: ‘We are 1. U2?’ By means of a digital platform, weare1.at, the employees were repeatedly involved in preoccupying themselves with the new brand and brand values in a fun and innovative way.

To get the process started all employees received a surprise e-mail – with the unfamiliar logo ‘We are 1. U2’, inviting them to join in a journey to a new common brand.

Outcome

8,500 employees have voiced their views and mood on the platform. In Phase 1 approx. 80% of them were negative: the sense of a new brand was severely called into question.With the design of the individual logos a new awareness gradually developed. The employees were excited by the new, dynamic identity. And they were able to claim with complete justification that most of them were intensively involved in this process. The feared resentment of the new brand did not materialise, and the level of willingness to act as an ambassador for the brand is now far greater than 70%.

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