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CAPGEMINI UNIVERSITY
FROM PODCAST LISTENERS TO STRATEGIC PARTNERS
CAPTURING HEARTS AND MINDS
With over 340,000 employees across the globe, L&D at Capgemini is taken incredibly seriously. So seriously that they have their own University. But this is not your typical university. It’s a dedicated, bespoke learning offering for all employees of Capgemini; ensuring they have the skills to get the future they want.
But despite this, Capgemini University faces the same challenge most L&D teams do: fostering long-term engagement with their target audience. They had an unrivalled learning offering, now they just had to get people using it. And to do that, they needed to understand their audience more deeply.
They needed to grab and hold their audience’s attention.
They needed to capture hearts and minds.
They needed MAAS Marketing.
And of course… we obliged.
RETHINKING GENERATIVE AI
AWARD WINNING CAMPAIGN
As a leading strategic partner to organisations worldwide: Capgemini must stay ahead with evolving technologies. And Generative AI is no exception.
Capgemini’s GenAI Campus demystifies this new technology for their employees. It equips individuals with the skills and knowledge to confidently use GenAI and deliver high-impact projects for their clients. With everything under one roof, the GenAI campus empowers employees to embrace this new technology and upskill now, for a better tomorrow. The future is now, and it’s not waiting for anybody.
But the campus alone isn’t enough. Capgemini needed its people to know about the campus and want to learn more about GenAI. Which is where we stepped in.
So we devised a multi-channel marketing campaign designed to get the people of Capgemini learning about Gen AI. We had a goal of upskilling 50,000 employees in 3 months…and we smashed it. And continue to smash it until this day. (Don’t believe us, check out the latest stats 👇)
of workforce engaged
returning users
trained on gen AI tools
RESPECTING HISTORY
REIGNITING THE BRAND
Capgemini University was founded almost 4 decades ago, and over that time it’s gone through a lot of iterations. Which meant understanding audience sentiment was key. We conducted a deep market research process across Capgemini to uncover the truth. We spent over 30 hours conducting focus groups and then supplemented that research with an org wide survey to validate our findings. We left no stone unturned and it led to a revamped brand that meant something to Capgemini employees. This resulted in:
A simplification of their brand hierarchies, ditching confusing legacy brands.
Devised a new tagline that was in keeping with the group comms, but emphasised the University’s USP.
Created a unique visual identity for Capgemini University, while complying with existing brand guidelines – to ensure the University stands out and grabs attention.
UPSKILLING L&D
MARKETING FOR LEARNING TRAINING
Alongside our ongoing project work with Capgemini, we have also trained their L&D team on the fundamentals of marketing for learning. The entire Capgemini University team now looks at learning communications through a new lens and realises the importance of bringing marketing in from the start.
Across three sessions we taught over 50 Capgemini University employees to:
Adopt a marketing mindset; ensuring they are deliberately collaborative, creative and challenging in all they do.
Understand their audience deeply – ditching assumptions and working on data and research to engage their people.
Think outside the box and utilise copywriting tactics to truly transform learning engagement across the organisation.
This training changed the game for the entire Capgemini University Creative Centre of Excellence. And thanks to MAAS, they’re constantly humming, singing and shouting now. #IYKYK 😉
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