Behind the brand with BNP Paribas

We worked with global banking brand BNP Paribas to launch a UK-based internal communications campaign, #Behindthebrand, to engage employees and create a sense of pride and ownership. 

Using insight from client surveys, we worked with BNP Paribas’ internal communications team to develop the #Behindthebrand concept, which takes ‘brand’ back to basics via three distinct stages: What is brand? (education), Our brand (awareness) and Our people and the part you play in getting behind the brand (pride and ownership). 

The campaign was based around a specially-developed microsite with gamification elements, promoted via experiential and internal marketing activities. 

Creating impact:

The website resulted in over 4,100 page views with an average 10-15 minute dwell time. A Tetris-style Values Challenge saw 150 entries and is now being rolled out globally across BNP Paribas. 

A quick overview: 

/ Creation of  #Behindthebrand concept 

/ Design and development of the website and interactive games, including a Tetris-style ‘values challenge’ with real-time scoreboards

/ Case studies from across BNP Paribas’ businesses

/ Video animations

/ Email marketing

/ #Behindthebrand 'teasers' located across offices (including a huge 20m x 1.5m graphic in the company’s auditorium)

/ Experiential installation to give employees the chance to share their own #Behindthebrand experiences

/ Campaign planning and activity recommendations, including a detailed five-week roll out plan

/ Toolkit of materials so the campaign can be launched in the other business units

Get in touch

Bristol +44 (0)117 962 1534

London +44 (0)20 3828 7600


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Postal Address

Synergy Marketing and Design Limited Registered in England No: 05907746  Registered Office: Bristol
Bristol: 2nd Floor, Grosvenor House, 149 Whiteladies Road, Bristol, BS8 2RA
London:49 Greek Street, London, W1D 4EG

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