ASDA ASKED US TO HELP THEM CHANGE THEIR AWARDS CYCLE TO SHIFT THE FOCUS FROM A ONE-OFF EVENT TO EMBED BEING ASDA INTO THEIR CULTURE. TO ACHIEVE THIS WE NEEDED TO INSPIRE COLLEAGUES TO RECOGNISE GREAT BEHAVIOUR AND PERFORMANCE IN OTHERS.
We developed a positioning for the awards around ‘Being Asda isn't just about the amazing things we do, it's about celebrating the things others do as well’.
Our challenge was to drive engagement with existing channels whilst creating a buzz through new and innovative ideas which could be delivered by store managers to inspire both colleagues and customers to get involved.
All store managers received a leadership pack which included a step-by-step guide to the Awards plus all the resources needed to inspire both colleagues and customers to get involved. Deeper engagement was achieved with a series of fun in-store challenges.
We ensured colleagues felt involved in the process and connected to what matters most to Asda. Our social media campaign and in-store materials and activities created momentum and inspired both customers and colleagues to celebrate their heroes by getting involved and nominating.
We then developed a special Being Asda Award
brand identity to celebrate all the finalists and winners and designed everything from the VIP invitations and space branding to the award experience and activities.
Feedback from colleagues has been phenomenal
and Asda now have 2000+ new active followers
for future campaigns.