Swedbank saw declining employee loyalty and pride after the economic crisis negatively impacted banks. To address this, Swedbank gave 3,500 of 30,000 concert tickets by Latvian band Prāta Vētra to employees and their families. Swedbank ran an internal campaign leading up to the event to make employees feel pride in the bank and allow them to participate behind the scenes. The campaign engaged 76% of employees and 86% attended the event, with feedback showing increased pride and loyalty towards Swedbank.

1. Category: INTERNAL COMMUNICATION
Swedbank (Latvia)
Celebrating Loyalty: Everyone’s invited
Summary
For years, Swedbank has been one of the most desired employers in Latvia, but after the crisis affected
bank industry perception negatively, employee pride in Swedbank hit an all time low and it was
becoming challenging to compete in the job market. Swedbank saw its 20th anniversary client
campaign, Latvian super-band Prāta Vētra concert, as a great opportunity to address growing loyalty
issues. 3500 of 30’000 concert tickets were given to staff and their families - everyone was invited.
With a special campaign leading up to the event, it was important to make employees feel pride in
Swedbank and connect with the brand by participating as co-creators of the event with exclusive
behind-the-scenes opportunities, like volunteering for backstage work or signing up to perform on
stage with the band. The bank’s existing communication tools, like intranet, were used to place exciting
and creative content where official news would usually be found. Week after week contests,
merchandise giveaways and polls kept building anticipation before the event, creating a 76% employee
involvement. As a result, the event was attended by 86% of employees and the subsequent feedback
showed definite increase in pride and loyalty towards Swedbank as an employer.
Situation
Each year independent studies recognize Swedbank as one of the most desired employers, but after the
economical crisis led to negative perception of banks, loyalty levels of existing employees hit an all-
time low and people were no longer proud to say they work for Swedbank. Moreover, 31% stated they
might go work elsewhere if they were offered a similar position. Job satisfaction levels had dropped by
15%, hitting the hardest in areas outside Riga, where communication reach was challenging.
Employees felt disconnected and it was becoming increasingly challenging to compete with other
employers.
Objectives
Goals:
- Increased employee’s loyalty, pride and emotional linkage with the brand;
- Bringing together both Riga and regional Swedbank employees for a special event;
- Enhanced engagement in bank’s internal channels;
- Natural positive buzz about Swedbank internally before and after the event.
Target audience: existing Swedbank employees
Research: assessment of results from yearly Swedbank employee survey, internal channel response rate
and content analysis.
Strategy
Swedbank created a 20th anniversary event for clients - super-band Prāta Vētra concert. Usually few
employees are invited to client events, but this time, while clients participated in a lottery for tickets,
Swedbank showed special appreciation to its employees and gave 3500 of 30’000 tickets to staff and
their families - everyone was invited. With a special campaign leading up to the event, it was important
to make employees feel pride in Swedbank and allow them to connect with the brand, by participating
as co-creators of the event with exclusive behind-the-scenes opportunities that client’s did not have
Baltic PR Awards 2012

2. Category: INTERNAL COMMUNICATION
access to. An additional campaign was extended to regional employees, who historically had lower
attendance of bank’s events.
Following criteria were set for evaluation of results:
– employee activity in co-creation of the event;
– intranet engagement and feedback;
– event attendance by Riga’s and regional employees;
– employee loyalty increase in next year’s survey.
Execution
The bank’s existing communication tools (intranet, newsletter, surveys, e-mails) were used in
surprising ways: a poll about loans was now a competition on which Prāta Vētra member they favored
most and images of the band filled the spaces where official news were usually placed.
Week after week they were presented with different opportunities: invited to vote for their favorite
Prāta Vētra song, answer quiz questions created by the band members or raffle the chance to meet the
band before concert and volunteer for backstage work. Creative contests, merchandise giveaways and
polls kept the buzz going for a month leading up the concert. A special campaign for regional
employees was created: a custom “Weekend in Riga” guide sent to everyone, free-of-charge parking
spaces and discounted hotels were arranged.
At the event employees were greeted by Swedbank mascots, given custom flashlights and bracelets to a
seating area reserved exclusively for them.
Documented Results
– Co-creation of event: 1300 (76%) employee engagement in either voting, performances
or volunteering for behind-the-scenes work.
– Attendance: 1500 employees (86%) attended, including 83% of all regional staff, 3300
together with families
– After the event: 91% highly positive feedback. Key phrases from comments: “thank
you for the opportunity to volunteer and see the concert from a different angle –
fantastic impressions!”, “thanks for the great event and chance to be on stage with Prāta
Vētra!”, “proud to work for someone that does this for their employees”, “it felt like a
private party with the band playing all of my favorite songs”, “thank you for this
special gift”, “the three hour drive was worth it”, “thank you for the chance to celebrate
with my family!”, “I was always proud of where I work, but now I think I have the best
employer”.
(Employee survey results unavailable at time of BPRA submission)
Baltic PR Awards 2012