Hybrid: LBBW Asset Wealth Management (AWM)
- Kick-off of LBBW Asset und Wealth Management (AWM)
- Customer: Landesbank Baden-Württemberg (LBBW)
- Occasion: Merger and kick-off
- Target group: managers (Event 1 – hybrid) / employees (Event 2 – digital)
- Number of participants: 100 managers / total workforce 1,000
- Duration: September 2020 (2 days); 2x 5 hours
- Range: 50+50 on-site / online (managers) + 1,000 online (employees)
The mergers of companies and/or business areas, as well as all other forms of targeted change, bring with them a large range of opportunities as well as risks. In the end, targeted, strategically meaningful and professional communication is pivotal for ensuring that obstacles can be appropriately dismantled and that necessary steps can be taken together. Thus, the overarching communication objective for such initiatives can be formulated as follows: The workforce informs, involves and motivates. All the participants have to understand this journey individually and be willing to undertake it together. Preconceived ideas and inhibitions have to be set aside or at least reduced. We turn employees into ambassadors of new ideas und multipliers of necessary steps.
In order to reach these communication objectives, www developed a smart event concept for LBBW with a hybrid event, an online event and accompanying 360-degree communication. With a powerful story, plenty of surprising moments as well as a high degree of direct participation and intensive involvement. The managers and employees became ambassadors of a new business area with lots of potential.
The ingenuity: Up until the actual kick-off event the plans remained a secret. A special challenge for everyone involved.
The aim of this approach was to empower people to act, immediately after the surprising kick-off, so that the success stories could be continued within a new and common framework. The kick-off consisted of two parts that build on each other, which were to take place with an interval of two days between them.
Part 1: The hybrid event for approx. 100 managers, half of whom took part online or on site.
Part 2: The online event for approx. 1,000 employees from both areas in which the managers had already acted as ambassadors.
Idea and implementation
The communicative launch into the future already started off very innovatively and by means of a 360° communication concept. Because the entire communication journey, which was to take place over the space of one year, had already been planned in advance. Based on the two target groups, as well as the still separate areas, we then launched their very own “event and community app”. Directly after the kick-off event, the community app was then placed under the new AWM umbrella, and the two areas that had been separated until that time were also virtually joined.
The app also included the individualized invitation videos to the Big Bang. Without revealing too much, the participants were already able to tune into the subject of “Change”.
Particular emphasis was placed on the strategic and operational aspects that a racing team has to consistently follow, if the World Manufacturers’ Championship is to be won with two teams.
From the setting, through the authentic racing driver outfit of the two (internal) presenters, to the media: These elements allowed the Formula 1 story and the event to become vivid, tangible and extremely memorable. At the same time the community app was also the access to the event stream.
The transfer from the hybrid event for the managers to the subsequent online event for the entire workforce, was just as systematically and effectively planned. Because the managers were to act as ambassadors for the employees. With the help of videos, insight statements etc., the managers took over active parts in the employee event, enabling the contents to be authentically communicated to the workforce. As a matter of course, this event for approx. 1,000 360-degree, was likewise completely interactive, from start to finish. Regardless of whether participants were located in the audience on site or took part via Stream from their offices: All the communication as well as the interactions were controlled and measured via the app. As a result, all the participants had exactly the same options, at exactly the same time, for participating in the event.