Developing the Bankwest Heroes Employee Recognition Brand

BANKWEST EMPLOYEE RECOGNITION PROGRAMDeveloping the Heroes brand

Incentive Marketing Association Award Winner 2013

When creating a solution for almost 5,000

Bankwest employees,

it was always going to require a big idea.

It needed creative thinking and a great brand,

It needed creative thinking and a great brand,

to get everyone on board and drive the organisation’s strategic priorities.

The program had to make each employee’s day,

THANKYOU

THANKYOU

The program had to make each employee’s day,

by providing them with the chance to be a ‘hero.’

THANKYOU

THANKYOU

The concept needed to be contagious.

The concept needed to be contagious. And one which absolutely everybody could relate to.

So the ‘Bankwest Heroes’ brand was developed

So the ‘Bankwest Heroes’ brand was developed

with a unique way to bring each strategic priority to life.

From the program’s logo to all aspects of the website,

From the program’s logo to all aspects of the website,

there is evidence of ‘Bankwest Heroes’ everywhere.

They support the nomination criteria.

They support the nomination criteria.

And are front and centre on email communications.

They provide a way to say thanks with ‘hero mail’;

They provide a way to say thanks with ‘hero mail’;

which is a small token with a huge impact.

But there’s not much use in a great brand, if no one

knows about it.

Bankwest needed a superhero sized launch,

To create the biggest bang

possible.

A ‘Heroes’ screensaver was loaded onto the computer

of every employee.

An animated ‘Heroes’ video was created

An animated ‘Heroes’ video was created

to provide a different take on what the program was all about.

A ‘heroes’ user experience recording was made

A ‘heroes’ user experience recording was made

to run through the ins and outs of how it works.

And everyone got involved to put on a ‘Bankwest Heroes’

kick-off event

And everyone got involved to put on a ‘Bankwest Heroes’

kick-off eventthat really got their people talking.

And now?

And now?Bankwest Heroes has found its way

into the everyday language at Bankwest.

‘I’ve heroed

you’

‘That’s worth

heroing’

And one lucky ‘Hero’ gets a congratulatory phone call every week

And one lucky ‘Hero’ gets a congratulatory phone call every week

from the Bankwest Managing Director.

It’s amazing what can happen to an organisation

It’s amazing what can happen to an organisation

when everyone has the chance to be a hero.View the full case study