Finalist
Roche and the Pipeline Laboratory
Summary of work
Roche UK had set itself the goal of becoming an ‘employer of choice’ with an energised, positive culture that would attract and retain the very best people. A strong and diverse pipeline plays a crucial role in this goal; however, research revealed that fewer than 25% of employees felt knowledgeable about the pipeline. There was no internal ‘buzz’ around it. The challenge was to expand employees’ knowledge of - and pride in - Roche’s extensive pipeline, thereby creating ambassadors who would spread the word about the pipeline’s potential and express its value as an asset to Roche.
To help Roche meet this goal, Virgo Health kicked-off an employee engagement programme with a high-impact event, rooted in storytelling and designed in the style of ‘Charlie and the Chocolate factory’, whereby employees could discover the secret ingredients to Roche’s success via a series of ‘chapters’, which created a sense of intrigue. The event had a fast-paced, interactive agenda, featuring keynote presentations, ‘up close’ Q&A sessions, breakout sessions and an emotive cinematic video.
The outcomes far exceeded Roche’s expectations, with levels of knowledge, pride and excitement all significantly raised, including 50-60% increases in levels of understanding about the various aspects of the pipeline.
Judges’ comments
We felt this was a robust internal campaign with strong tactical execution tactics and impressive outcomes. We were particularly impressed by the creative ideas shown and the extra bonus of the campaign results being fed into long-term programmes.
