The brief to encourage Nationwide staff to collaborate to improve efficiency led to this innovative and effective campaign based on Arthur Webb – an inspiring figure who led the Society during two World Wars.
The Arthur Webb Challenge Cup focused on team members bringing the greatest efficiencies by encouraging innovation, collaboration and empowerment.
In a launch film, executives promoted their efficiency ideas – practical and outlandish alike – punctuated with the exclamation "I am Arthur!" while holding an Arthur Webb-style moustache to their upper lip.
Supporting elements included Challenge Cup News, sharing examples of efficiency projects; The AW Challenge Cup leadership toolkit and briefing pack, to help managers; the NBS Social Moustache Selfie Challenge; and animated films, produced by Good Relations to bring the best entries to life in the run-up to the final rounds of the Cup.
Since launch, 110 teams and more than 600 individuals within the organisation have collaborated to manage the projects as part of the Challenge Cup. Staff surveys found more employees viewed efficiency savings as a priority. After the first six months, more than £2m of efficiency benefit was delivered, with the potential to deliver more.
"Turning a huge challenge – cost-cutting – into a shared responsibility that celebrated the brand’s heritage was an exceptionally clever idea"
The Arthur Webb Challenge Cup empowered employees to drive innovation and efficiency from within Nationwide Building Society for employees and members alike.
It has delivered unprecedented business and engagement success for Nationwide. After the first six months of the challenge, teams from across the Society have already delivered over £2m of efficiency benefit.
It has also become Nationwide's most engaging internal comms campaign ever, being the first employee engagement campaign to trend as number one on Nationwide's employee social media hub, NBS Social.