We internally launched global law firm Bird & Bird’s revitalised brand with a unique campaign that tapped into the firm’s natural curiosity.  With an award-winning hybrid treasure hunt, we brought together colleagues from across the world to investigate and take on the new Bird & Bird branding; harnessing the power of the QR code, colleague recognition and some alluring incentives.

In early 2022, Bird & Bird – an international law firm with around 3000 people based across 30 offices in 21 countries – launched a new brand strategy and visual identity that marked an exciting and bold shift away from “traditional law firm” towards a bright, fresh look and feel.

The brief was to create a campaign that informed, engaged and excited colleagues about the new brand – to feel connected to the brand refresh, understand what was changing and the direct relevance to them, and ensure they were strong advocates for the brand. This campaign needed to reach a global, hybrid audience, and communicated the new brand strapline ‘One firm. Your firm.’, the four character traits and purpose.

We designed and developed this award-winning campaign over three months, working with a steering group of Marketing colleagues from around the firm to understand what our international colleagues would require from campaign including training requirements and resources.

We created the hybrid treasure hunt, using an app and QR codes. This was totally new territory for Bird & Bird. The web-based app was developed in-house (using Fliplet) and became the go-to destination for information about the new brand. It was open to everyone, and did not require a download keeping the barrier for entry low.

Colleagues were encouraged to find and discover information on the app through a hybrid QR code treasure hunt: intriguing stickers containing QR codes (designed by 106) were placed around the firm; some digitally in newsletters, intranet, digital displays, Teams backgrounds etc.; and some physically in communal spaces such as staff coffee areas, cafeterias, internal meeting rooms.

These cryptic stickers – each related to a brand personality trait or purpose – invited colleagues to scan the QR code to find out more and be in with a chance to win a prize. The landing page held information about the brand personality/purpose, including case studies and videos from colleagues explaining their personal connection with the brand personality and purpose. Colleagues could also enter a weekly draw for an Amazon voucher (by entering their work ID) and nominate a colleague as a ‘brand superstar’ for embodying a brand personality trait or the purpose.

The high level of engagement for an internal comms and engagement campaign was unprecedented:

• 3,000+ QR code scans
• Nealy 400 brand superstar nominations
• 9,500+ app views and 6,600 interactions
• 2,000+ devices engaged – that’s two-thirds of the firm
• 60% of engagement on LinkedIn ‘brand teaser’ posts from internal advocates

• Internal Communications and Engagement Awards 2024:
  • Best communications of corporate culture – bronze
  • Best internal communications across multiple markets – silver