Internal Communications | UOB’s Operation CASA (Internal Campaign)

Besides the product, the next important player in closing sales and sealing deals is the staff. In fact, one of the best ways to increase sales is to increase the motivation of your sales staff, which is how UOB’s Operation CASA came to be.

As part of their sales push, UOB Malaysia devised a campaign to boost and promote their current and saving accounts (CASA) while rewarding the staff of the UOB Sales Ground division. The internal nationwide campaign-cum-competition would reward outstanding sales teams who succeed in meeting their CASA sales targets. The branches would compete amongst themselves throughout the campaign period for cash rewards, which would be awarded based on the sales per quarter.

There were two primary objectives to be achieved.

The first was to increase the number of customers and sales for CASA. This was, to an extent, the more standard and direct objective.

The second objective however was to motivate their sales staff, so that they would be more passionate and enthusiastic in pursuing sales for the long run. Looking past revenue and figures, the campaign would also need to act as a boost of morale for their already hardworking staff.

This meant putting together a campaign that catered exclusively to the UOB Sales Ground; a division with approximately 900 members of staff, spread across 7 areas and 45 branches.

 

Platoon at the ready!

To drum up excitement and campaign participation, our Client chose to employ the use of a military theme. This was when we branded the competition as “Operation CASA”.

Seeing as this was to be a year-long campaign with the rewards being calculated per quarter, we also came up with sub-themes. There was Land Combat, Sea Quest, Air Battle and Space Crusade to signify the four quarters or seasons. These sub-themes were incorporated into marketing materials, such as posters, wobblers and eDMs.

 

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Poster design for Season 1 – Land Combat.

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Poster design for Season 2 – Sea Quest.

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Poster design for Season 3 – Air Battle.

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Poster design for Season 4 – Space Crusade.

Along with their cash prizes, medals of honour were also introduced to the prize pool. These medals were awarded to the successful teams along with their cash rewards at the quarterly prize-giving ceremonies.

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The different designs for the medals of honour.

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Medals of honour which were awarded to the quarterly campaign winners.

Over & Out Results

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Digital leaderboard of results for 1st Quarter: Land Combat.

All in all, it was agreed that Operation CASA was a great success. The campaign successfully met sales objectives – as there was enthusiastic participation across all branches, CASA sales saw an increased boost over the campaign period.

The military theme also succeeded in motivating and creating a teamwork environment among the branches, driving them to work together to achieve their sales goals. This was one of the most valuable takeaways from the campaign – unifying and creating an all-for-one and one-for-all culture amongst UOB sales staff.

Project Details:

Creative Paramedics

Credit

UOB Malaysia

Client

Advertising In Malaysia , BTL , Campaign , Corporate Communications , Design , Human Resource , Internal Communications , POSM

Category