After several years of changes in the product range, store concepts and external communication was now the challenge to make it permeated everywhere. Now the focus were on all employees. We would claryfing Lindex vision, brand promise and the values. The mission was to both clarify and create an internal pride. This was chosen to be associated with the celebration of Lindex60.
Challenge: To create a content for a 6-hour celebration where the focus always should be on their vision - world class fashion experience. Moreover, it was mainly through the Lindex employees on stage as we would bring out the different messages we wanted. To an audience that is above that sitting still and listening. (1200 store managers, mostly young women and from 16 different markets.)
Solution: The stage design - feel immersive and welcoming, creating great commitment and presence. Dramaturgy with high pace and many vicissitudes. We set the early goal that no section during the six hours would be longer than 12 minutes. Each content block is reinforced visually tailor materials to clarify and reinforce the message. Storytelling in many different forms - films, interviews, panel discussions, dramatizations, entertainment and directed speech.
The result was outstanding. In a survey that went out to participants three months later 93% answer that this day had given them a greater understanding of the company vision. 79% had also gained greater knowledge about the values that helped them make better decisions for the company. And 100% felt a greater pride being a part of Lindex future.