Work: Internal Communications Campaign

Challenge: In 2000, this subsidiary of Citigroup introduced Primerica Online, an intranet designed to support its 90,000+ sales force. Although the site featured valuable information on how to increase business and work more effectively, web-phobic reps were reluctant to use the online resource.

Solution: In print and 30-second TV spots, a dog named Dot “trained” reps on various intranet features including a company store and competition scoreboard. Both vehicles emphasized the site’s ease and convenience while providing “how-to” instructions.

Results: After Dot “met” the sales force, Primerica Online home page traffic increased from 30,000 hits a week to 100,000 a week.