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Discovering

the ins and outs of

ring-fencing

Following the financial crisis in 2007, all major banks are required by law to separate everyday banking services from investment banking services – this separation is called ring-fencing and became law on 1 January 2019.

Our brief was to communicate dry legal changes to RBS Group colleagues in a new and engaging way; raise awareness and provide clarity about ring-fencing changes in a fun, interactive and simple way; and complement an ongoing communications campaign.

Using entertainment as a hook, we turned to gamification and developed an award-winning multi-platform application to educate, engage and reassure colleagues, and collect data on audience understanding of ring-fencing.

Gold winner at the Internal Communications and Engagement Awards 2019.

 

 

RBS Group wanted at least 1,000 game completions by the end of the campaign across its target audiences. The actual results exceeded this goal by 50% in the first 24 hours, and overall by over 400% for game completions and 600% for game starts.

Helping Ringo return to the planet ‘Robos’

Within a three-month period, we needed to develop an exciting, visually arresting, and shareable solution to encourage as many employees as possible to engage with the content and share it with colleagues.

Gamification allowed us to draw upon storytelling, pace, suspense, urgency and reward techniques, knowing that the solution had to have a compelling reason for colleagues to participate, beyond education itself.

So, we developed a character – Ringo – with a mission to return home to the planet ‘Robos’.

The Team creative brand and communications agency. Ring-fencing financial services

Exploring the ring-fencing galaxy

Ringo allowed gamers to learn about ring-fencing, by answering 16 critical questions on the subject, whilst collecting his ‘missing’ belongings along the way. Upon answering a question, gamers were provided with the correct answer and additional information, helping further educate them on ring-fencing. The end result, a personalised Ringo character to share via internal channels.

The Team creative brand and communications agency. Ring-fencing financial services

Engaging employees through simple challenges

Launched on the RBS Group intranet as a news story and with an impactful colourful banner, the game was cascaded to colleagues through internal channels including the daily round-up email and team huddles.

Digital signage in RBS Group offices and editorial posts on the bank’s social channel Workplace were used to promote the game to key business areas. The game allowed for the peer-to-peer sharing of personalised Ringo characters via Workplace and email, so that colleagues encouraged others to play the game.

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The Team brand and communications agency