PWC behaviour change campaign
Build excitement around PwC's internal professional development programme by appealing to personal motivations.
Disciplines
Creative Direction
Copywriting
Media
Digital
Client
PwC
The brief
Position PwC learning programmes as a business critical priority and a crucial way to keep skills up-to-date and relevant. Ensure uptake of the training was maximised via a campaign that stayed on brand but also stood out in the crowded communications environment.
The solution
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The campaign leveraged PwC staff's academic backgrounds, reminding them that their pursuit of knowledge was central to their sense of self-worth
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A series of digital posters and assets that used the language of 'love' to resonate with our audience and cut through other a crowded comms environment that used too-familiar corporate terminology
The results
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Renewed uptake of learning programmes meant many sessions were over subscribed in the initial months of the campaign
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We created campaign assets and guidelines so PwC’s marketing team was able to extend the campaign into a successful third year
Emails & socials
We created templates and assets for email and internal social media networks, ensuring that the visual tone was consistent and easily recognisable as a learning initiative communication.
All Projects
The creative process
By centring the campaign around the language of Love, we were able to grab attention and cut through competing communications, particularly within a sector where such language is unexpected. Working within strict brand guidelines, we looked for ways to make these constraints work in our favour, ensuring the visuals felt both fresh and relevant. By introducing patterns and symbolism that reflected the theme of each execution, we created a brief mental puzzle for the viewer to decode. This subtle layer of engagement encouraged closer attention to the content and reinforced the overall message.