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Ghana National Gas Company
Internal Success

Industry

Oil & Gas

Service

Art Direction / Copywriting / Creative Strategy / Internal Campaign / Merch Production Management / Video Production Management

The Challenge

We designed an internal campaign that went far beyond a memo or a meeting. We started with the basics: a catchy and memorable tagline, a campaign logo, branded t-shirts and pull-up banners to build visual recognition and aid recall.

Then we made it an experience. During the working day, we activated a flashmob led by renowned Ghanaian poet Nana Asaase, designed to disrupt the routine and get people talking. The day climaxed in a launch event produced as a live game show, with staff competing for shopping vouchers. The highlight of the event was a Change Champions video, scripted, directed and produced by SMC, featuring elected staff spokespeople making the case for the model in their own words. The weeks that followed included a structured internal communications rollout, with a calendar and creative assets supplied by SMC to keep the momentum going.

What SMC Did

We designed an internal campaign that went far beyond a memo or a meeting. We started with the basics: a catchy and memorable tagline, a campaign logo, branded t-shirts and pull-up banners to build visual recognition and aid recall.

Then we made it an experience. During the working day, we activated a flashmob led by renowned Ghanaian poet Nana Asaase, designed to disrupt the routine and get people talking. The day climaxed in a launch event produced as a live game show, with staff competing for shopping vouchers. The highlight of the event was a Change Champions video, scripted, directed and produced by SMC, featuring elected staff spokespeople making the case for the model in their own words. The weeks that followed included a structured internal communications rollout, with a calendar and creative assets supplied by SMC to keep the momentum going.

The Results

The performance model landed the way it needed to. Staff across the organisation knew what it was, understood its importance and had been part of an introduction that felt like an event worth remembering. The internal strategy team credited SMC’s approach as innovative and unlike anything the company had done before, and the event was talked about for weeks. Their enthusiasm earned them recognition internally from their own leadership.