Consistent data was a goal of the SAP launch. (Click to enlarge.)
Getting busy employees interested in a new workplace technology launch can be challenging, especially if the technology is big-time boring.
That’s why AkzoNobel Paints, the world’s largest paint and coatings company, went so far as introducing a comic strip to support its roll-out of SAP in the United States last year. Called “Color My World,” the series featured “Bruce,” an employee based on the character in the company’s blue logo.
“Our communications plan made sure all of our internal audiences got the right messages at the right times, and we sprinkled in some fun as well,” said Eric Stasiowski, director of corporate communications at AkzoNobel’s North American operations, based in Strongsville, Ohio.
“As Bruce lampooned our outdated legacy systems and helped his fellow characters appreciate the new technology, he helped us deliver good messages about the real implementation.”
Technology revolution
The comic Bruce often raised his arm like the logo character.
AkzoNobel markets Glidden paints and Flood coatings in the United States, as well as Dulux, Sikkens, Devoe and many other paint and coating lines worldwide. The installation of SAP enabled the U.S. operations to boost efficiency, standardize work and capture more information about the business. It also replaced multiple older systems.
SAP implementations can be major ordeals. Preparation often involves several years of planning and ongoing support from dozens of specialized consultants and employees, including the ones who know most about how the business runs.
A small but critical part of such projects is the communications program. At AkzoNobel, most of the comms strategy and materials supported employees, who along with new software had to learn new processes and tools that dramatically changed the way they work. The effort also prepared customers and suppliers for the transition.
AkzoNobel worked closely with Pecchia Communications, an Ohio change management communications specialist that has supported similar projects at the Timken Company and Whirlpool Corporation (and is now supporting another at American Greetings).
Unconventional approach
Can workplace comics be effective? This client would say yes.
The AkzoNobel “Color My World” comics addressed the project team’s insistence that employees see the project in unconventional ways.
New cartoons came out monthly in the SAP campaign’s early days, then became biweekly as “go-live” drew near. The comics anchored the project page on the AkzoNobel intranet and were promoted by links in project update emails.
The technology transition was also backed by posters, videos, news articles, presentation decks and other communications, including information “power kits” sealed in paint cans.
“One of the reasons the cartoons were well received is that they reflected a broad effort to make the transition easier to understand and appreciate,” said Dan Pecchia of Pecchia Comm. “That’s very important in campaigns like this, where new and highly technical concepts can often be intimidating and annoying.”
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