Hra na bouračku Interní kampa ň České pojišťovny

1. Hra na bouračkuInterní kampaň České pojišťovny Veronika Hášová Česká pojišťovna

2. Internalcampaigngoalsandtargets • Targets: • Introduce key campaign of the spring to all employees and build their engagement and support for sales line (sales agents had direct motivational program) • Link well all advertising, PR and internal communication activities within the CP so employees are always informed first about the plan and results • Target group: • 4000 employees

3. Internal communication strategy Inform employees about the campaign • internal decorations • communication channels • regular business update Engage employees into the campaign • conferencies and meetings • events • contests • fun Evaluate the campaign • personalized reporting for sales force • CEO letter to all employees • contests evaluations on intranet

4. Informationatthefirstday • Internaldecorations • Posters on thewalls • stands in corridors • pictures on the main door in the reception • Picturesin lifts – outside – inside • a sign on the parking garage entry boom “Acceleratetoday” • large stickers in the parking garage entrance • traffic signs and children cars from the TV ad in thereception

7. Information about the launch • Intranet: Special campaign pages for employees • Sales portal: Special campaign pages for sales agents • Intranet Homepage – banner, main campaign news about the smart phone application – downloadable • Weekly Newsletter • Pop-up window • Screen saver • E-mail signatures

8. Launching intranet

9. Informationduringthecampaign • Film about making an ad – a film about shooting the commercial. • Internal radio – broadcasting a spot from the PA system • Internal TV channel – broadcasting a TV spot and the film about a film • Česká Info – magazine • Car sticker – “I love my car. Insured by Česká pojišťovna” on employee cars

10. Engagement • Campaign was introduced to the sales force on the annual sales conference in March • The song from the TV ad could be downloaded as a CP mobile phone ringing tone. • Employee contest for a new i-phone was introduced: who will guess the best estimate about downloaded CP smart phone applications before the end of the campaign?

11. Engagement • Takethepicturewithyour team in front oftheveteran car installed inside the HQ CP building

12. Engagement • After the campaign all children cars exhibited in corridors were donated to the “Klokánek” charity (a fund for endangered children), with whom we have had long cooperation • Handing in stickers in the parking garage with checkpoint at the exit • Washers washed windows of the leavingcars • Sticker inspection

13. Engagement • First aid courses wereoffered to employeesattheendofthecampign: Beready to help others.

14. And wehaveorganizedsomefuntoo. Competitionwasorganizedforcustomerservicecentersemployees in Brno and Pardubice.

15. Top secretemployeerace Top secretemployeeracewasorganizedthroughcountryside on Saturdayand more than 100 employeescompeted in 30 cars.

16. Regularcampaign evaluation • A text message (sms) wasregularlydistributedto salesmanagers • Personalized intranet portalforthesales network with performance statisticsforeachsales hub • E-mail from the CEO with the campaign results (to besentstill) • Regular update on theinternalTV channel • Campaign results presentedin the e-magazine (homepage) on intranet • Campaign results presentedregularlyin the electronic newsletter (distributedeveryTuesday)

17. Contact • Veronika Hášová • InternalCommunicationManager • Ceskapojistovna • Na Pankraci 1720/123 • 140 21 Prague 4 • Czech Republic • T: +420 224 555 894 • F: +420 224 551 094 • M: +420 737 230 060 • E: vhasova@cpoj.cz • www.ceskapojistovna.cz