Immersive brand sessions
miles of Velcro hook-and-loop strips!
Velcro Companies is a global manufacturing business but was operating as a series of acquired businesses each with its own local culture and ways of operating. A new CEO recognised the need and value of leveraging the Velcro brand to create one global culture.
INVOLVE was chosen to help create an extremely flexible brand engagement programme that could be easily translated into multiple languages and run by local Managers
Many Velcro colleagues are factory and warehouse based, and aren’t keen on having their time taken up by ‘the corporate guys from head office’ in the USA, so the solution had to be authentic and inclusive.
INVOLVE developed and ran a 9 month programme that included:
Multiple, simultaneous, facilitated ‘Breakthrough Zones’ in USA and Europe to fast track the new desired culture, prove and measure the benefits and test the most effective materials for subsequent phases
A focus on “improving daily life.” This was all about taking Velcro’s talent for producing products that create small, useful “life hacks” and applying the same thinking with colleagues to make life at work better and more productive
A fresh, non-corporate visual identity that was transformed into an animation that helped explain the new brand and culture - translated into 12 languages. It was based on the inventor of hook-and-loop’s dog!
A series of 'Brand Engagement' training events for Managers, the centrepiece of which was competing to 'create better ways of doing things' - ideas of course which participants attached to each other using Velcro products
Simple, translated kits of materials for managers to use with their own local teams
An innovation app, designed and built from scratch, called 'HandL', which was launched at each event, so that colleagues all across the world could continue to share ideas and ‘hacks’ to solve day to day hurdles
An ‘involvement poster’ and discussion format was deployed in factories for shift managers and their teams to use once a month, reinforcing key messages and learning from the original events
Senior Managers from HQ immediately reported a noticeably improved, positive attitude from local employees when visiting sites around the world.
300% increase in the number of new ideas and innovations put forward by local employees, facilitated by the HandL app, in the 12 months following the launch.
The posters have become BAU, and new suggestions and business improving ideas continue to be submitted and fast tracked through to deployment.