National Grid
Big Work

IoIC AWARDS 2025: Grand Prix

IoIC AWARDS 2025: Best Ongoing Campaign

IoIC AWARDS 2025: Best Design/Imagery

ICE AWARDS 2025 GOLD: Best Engagement of a Disparate or Remote Workforce

ICE AWARDS 2025 GOLD: Best Internal Comms from the Energy and Utilities Sector

ICE AWARDS 2025 SILVER: Best Internal Comms Campaign

GALLAGHER’S 2025 WINNER: Best Creative Campaign – Enterprise

GALLAGHER’S 2025 HIGHLY COMMENDED: Best Frontline Engagement

THE CHALLENGE
As a business at the heart of the future of energy future, National Grid asked us to deliver a campaign to excite and energise their 30,000 colleagues around their refreshed company vision, strategic priorities and ambitious five-year plan to transform the energy sector.

OUR APPROACH
Inspired by the scale of their ambitious delivery plan, we created BIG WORK.

THE SOLUTION
We created a field-first campaign putting the National Grid’s teams at the heart of the creative campaign, showcasing how every tiny detail of what their employees do adds up to something BIG. The promo video and launch film served up an inspiring statement. By combining bold typography over huge infrastructure projects brought to life the scale of the work ahead placing the teams responsible for delivering it front and centre.

THE RESULTS

Inspiring & Informing
Colleagues sought out content, absorbing messages across all channels:

• 37,000+ hits to the BIG Work intranet page during launch
• 64,000+ content views across posts, images, teasers, films and more
• 1,000+ Viva Engage colleague posts referencing BIG Work

Unprecedented Connection
BIG Work connected colleagues, especially Field teams, like never before:

•  80% of colleagues (25,000) viewed the launch post on Viva Engage, with over 24,000 campaign reactions
• In the US alone, traffic to Grid:home increased by 26% (electric field engineers) and 31% (gas engineers)
• 250+ personal stories shared during the BIG Competition

Record-Breaking Engagement
The campaign outperformed previous reach and engagement benchmarks:

• Intranet page traffic up 105%
• Content views up 60%
• Engagement metrics more than DOUBLED
• Launch email open rate reached 62%, a 12% increase