O2 Workplace Campaign

A ‘Workplace from Facebook’-powered campaign to inform and engage colleagues at a time of major change

the challenge

As a leading mobile network provider known for its experience-led strategy and seamless service, O2 is always evolving to meet rising customer expectations. Its latest transformation programme, Accelerate O2, aims to radically change customer experience and keep the business one step ahead in a competitive and fast-moving market. 

Ahead of the launch, O2 approached Speak to deliver a social video campaign – as part of a ‘Workplace from Facebook’ pilot – to keep 6,700 employees across head office and retail stores informed, and to build understanding and momentum for the change.

what we did

We facilitated a series of workshops with O2 comms leaders to define a clear strategy for the campaign, and to analyse how best to harness the new features made available through Workplace and other O2 internal channels. 

We broke down the transformation narrative into six strands and proposed a series of videos encompassing different formats. The key strand featured short, animated explainers to showcase the new technologies being introduced, the impact they would have on customers and employees – and reinforce confidence in the brand at a time of change.

the outcome

The videos were instrumental in helping to engage and prepare colleagues for their role in the transformation, as well as kickstarting O2’s implementation of the Workplace platform. In fact, following the successful UK pilot at O2, global parent company Telefonica deployed Workplace to its entire organisation of more than 120,000 employees worldwide.