On 02/23/23, the Atlas Copco Group held a major event to celebrate the company's 150 years of history, and for it to reach every employee in Brazil and Latin America, the Swedish multinational relied on internal communication, Corporate TV and the Corporate App, from B2 Mídia.
Learn more about the strategy used at the event:
In 2023, the Atlas Copco Group reached the milestone of 150 years, and since not every company manages to achieve a feat like this, the company decided to hold a big online event to celebrate together with its employees.
To help us tell this great success story, we invited Giovanna Caliope, a member of Atlas Copco's internal communication team and one of the people responsible for managing content on these channels there:
"Not every year does a company turn 150, so we wanted to do something really big, something that would catch people's attention, for such a special date!
The event itself here in Brazil was a livestream with our holding company's vice president, broadcast to all our units in Brazil, Mexico, Argentina, Peru, and Chile. We wanted to bring everyone together to thank them for their effort and work, making this date a major milestone.
Besides the livestream, we also had a celebration at every location with decorated spaces, cake, and special gifts.
Our goal was for everyone to stop and watch and celebrate together, for everyone to feel included. That was the main driving force behind the event.", explains Giovanna Caliope
According to Giovanna, when it came to the livestream, the initial idea was to hold a videoconference on some streaming-based event platform, however, they realized this alone wouldn't be enough to reach all the different profiles of people who are part of the organization, since in Brazil, the group has more than 1,500 workers, about 30% of whom work in operational sectors with little access to company computers or emails, so they couldn't leave this hugely important group of people out of the action.
The challenge was set: make the event content not only capture attention and engage employees, but reach 100% of them.
That's when Atlas Copco Group's internal communication team needed to step up even further and act strategically, realizing that the ideal solution would be to use the Corporate TV and Corporate App channels the company already had with B2 Mídia, and they hit the mark!
The Atlas Copco Group currently has approximately forty Corporate TV points, strategically distributed across 9 different units nationwide, in addition to the Corporate App which is available to all employees and reaches an average monthly reach of 70% of the entire company.
These channels were essential in spreading information before and after the event, keeping employees across all sectors and units aligned on the event's news. It was through combining these two internal communication platforms that it was possible to reach everyone.
The livestream celebration broadcast to all of Brazil, as well as Mexico, Argentina, Peru, and Chile, was produced by a third-party production company, hired and managed by the Atlas Copco Group, generating a restricted YouTube link.
This link was entered by the internal communication team into B2 Mídia's Corporate TV and Corporate App system, and a schedule was then set up in the system so the channels' regular programming would automatically pause and be automatically replaced by the event's streaming broadcast a few minutes before it began
B2 Mídia: Giovanna, what was the process like for scheduling it in the B2 Mídia system?
Giovanna Caliope: "I found it straightforward. I talked to B2 Mídia's technical support team, who shared a pretty simple step-by-step guide with me. I didn't have any trouble at all. Since we'd never done it before, there was that fear of 'is this really going to work?!', but we saw that it worked out really well!"
On top of that, according to Giovanna's feedback, the channels actually ended up seeing an increase in how relevant and interesting employees found the content, meaning that besides achieving the main goal of using the channel to make sure the 150th anniversary event reached everyone, there was also some gain in the channels' engagement rate with internal communication.
Check out below the best parts of our chat with Giovanna Calliope, from the Atlas Copco Group's communication team, about this whole experience:
Do like the Atlas Copco Group, and make your internal communication even more relevant with our Corporate TV (digital signage) and Corporate App solutions, and discover the countless benefits of being a B2 Mídia customer!
If you don't have a Corporate TV at your company yet, or if you already have one but want to learn about our differentiators, contact us right now and become part of Brazil's most satisfied customer group!
