Launching a campaign that makes a global workforce want to download a new employee app
DHL Express | Smart Connect Platform
Context
Reaching and engaging a large, global workforce is challenging, especially when many employees are frontline or have limited access to communication channels. For DHL Express, the challenge was to launch an internal app in a way that would cut through, encourage downloads and help more employees stay connected to the business and one another.
Approach
To cut through the volume of internal communications employees receive, our creative approach centred around bespoke, distinctive illustrations and language that made Smart Connect feel immediately useful and relevant. Rather than leading with app features, the campaign framed the practical, everyday value it could bring to employees day-to-day.
Outcome
The app was downloaded more than 67,000 times in the first month alone, helping DHL Express reach employees more effectively than before. It gave the business a scalable and effective way to communicate with colleagues globally, and will support employees to stay better connected with the business and one another.
Connecting a global workforce is one of the hardest challenges large organisations face. For DHL Express, this meant reaching over 120,000 employees across 220 countries – many of whom are frontline, mobile or not desk-based.
A previous attempt to launch an internal app had faced low adoption, so this launched needed to communicate the value the app brought to employees. We focused our thinking on making Smart Connect feel immediately useful, relevant and worth downloading.
Defining a clear value proposition for frontline employees
We began by immersing ourselves in the app to understand how it worked in practice and how it could support employees in their day-to-day roles.
From there, our creative concept centred on the main device employees would use to access Smart Connect: their phones. Positioning the phone as ‘A portal to possibility’, we presented it as a doorway into ‘the world of DHL’, using bright, dynamic illustrations of employees interacting with messages and pages that leapt from the screen, larger than life.
Instead of leading with features, we highlighted the benefits of downloading the app with easy and quick to understand language such as “staying informed”, “finding what you need quickly” and “connecting with colleagues”.
Using bespoke illustrations to make an internal communications campaign feel unique
To cut through typical internal comms, we created a bold illustration style that reflected the diversity of a global workforce – using character-led visuals and engaging language to make the campaign feel distinctive.
Designed to work across roles, regions and languages, animation brought the app’s benefits to life in a simple, understandable way, supported by audio that could be easily localised.
We complemented digital content with physical assets, including QR-enabled posters, making it easy for frontline employees to engage and download the app. Every touchpoint was designed to be immediately recognisable and make the value of Smart Connect clear.
How we made a meaningful difference
By reflecting real employee needs through the launch campaign, we helped position Smart Connect as something practical, relevant and worth downloading, giving employees a clear reason to engage with it from day one.
Following a successful launch and initial adoption, Smart Connect has become a primary communication channel for DHL Express’ traditionally hard-to-reach global workforce. It gives more than 120,000 employees a more accessible way to stay informed, connected and engaged with the business and their colleagues.
Big Insight
When communication makes value clear and relevant, new tools or ways of working become something people understand, value and use.
What we delivered
- Internal communications campaign for global app launch
- Audience-led messaging focused on employee needs and benefits
- Campaign concept and visual identity
- Illustration-led animation and video content
- Multi-channel rollout across digital and physical channels
Award recognition
The campaign was recognised across several leading creative and internal communication awards. It received Platinum at the MUSE Creative Awards, an Award of Excellence for Best Design at the Institute of Internal Communications Awards, was Highly Commended for Best Campaign at The Simplys and was shortlisted in the Integrated category at the Creativepool Annual Awards.
