Whitbread, It’s Personal

Whitbread asked us to help raise awareness of information security amongst their 40,000 community – including all employees who work shifts at Premier Inn, Costa and their other hospitality outlets. 

We made customer data the focus of our approach, highlighting how protection of the data was integral to success. Our creative platform #itspersonal, shone a light on the customer lives and satisfaction that lie behind seemingly faceless data and information. 

Our creative approach included plasma stings and lenticular posters, featuring data transitioning into real customers. Whitbread’s CEO provided senior endorsement of the campaign, and the video she fronted explained the concept succinctly in two minutes.

The centre of the approach was a employee app, for which we commissioned two comedians to write and record a series of podcasts featuring their own ‘personal’ experiences of information security and personal data.

Downloads of the app increased over the 6-month life-span of the campaign. The look and feel was seen across the breadth of the business and was used to inform a suite of e-learning, which has been completed by 80% of the company.