BT Group
Viva Engage Launch

THE CHALLENGE
When Meta announced the retirement of their Workplace social business platform, organisations had to look for its successor. Like many, BT Group opted for Microsoft’s Viva Engage. Our brief was to bring some life and energy to the launch, whilst letting colleagues know all about the improvements it would offer.

OUR APPROACH
It would have been easy to make story one of functional IT change, but we wanted to build anticipation and make the launch much more exciting than that. With a host of new and improved features available, we set out to make it fun and celebratory.

THE SOLUTION
Tapping directly into the language of the name itself, we built our creative around the word Viva and the visual cues that triggered – energy, fireworks, confetti, streamers and our hero asset, Penny the Piñata. We expanded on the use of language, shouting ‘Viva Creators’, ‘Viva Viral’ and ‘Viva la Content’ across the campaign. We also added iconography into the mix, highlighting the emphasis BT wanted to put on Viva Engage’s brilliant social features. At the heart of the campaign, alongside a host of digital assets and our ‘Good to Great’ content creation guide, was our Day in the Life of Penny the Piñata film, which set the perfect lighthearted tone for the platform launch. And bringing it all to life in person, were 15 Content Creators, recruited to make content that showed off new features and the intended tone of Viva Engage across the business.

THE RESULTS

The campaign delivered the broad awareness and a smooth platform transition, with over 60% of employees reached directly.

Total base: 55.5k
Audience reached: 34.5k
Total views: 90.5k
Total reactions: 4,770