The challenge
Levelling up a training legacy
We’re on a mission to make employee teams all over the world look forward to training. Through dramatic modern storytelling, universally relatable situations and three-dimensional characters – these are the building blocks of a bold training experience that makes a difference.
While it’s hard to imagine getting excited about corporate training, this is exactly what has happened at Ericsson thanks to the training films we’ve created. After two record-breaking films shared with its 100,000 employees, anticipation was high ahead of our latest production – The Proposal. An intense, dramatic exploration of how to do the right thing in the face of an impossible moral dilemma.
It grabs you from the first minute and keeps you on the lookout – it makes you think “what would I do?” in that situation.
The solution
A human approach
As with any training, the desired result is to educate employees and elicit behavioural change. There are many training solutions out there to choose from, including multiple choice journeys, graphic scenarios, and now AI videos where an avatar relays learning information to the ‘camera’. While these solutions will look appealing to anyone with their eye solely on the bottom line – they all fail to provide the one thing audiences really want: engaging content led by storytelling.
Our innovative approach is to create a compelling narrative that fully captures and retains the audience’s attention throughout, ensuring that the training content lands in a memorable and impactful way. And it works. If you asked someone to choose between watching a 20 minute episode on Netflix, or 20 minutes of an avatar talking to them about compliance, it’s an easy choice – and the results speak for themselves.
Our creative process
Building the Ericsson universe
From concept to delivery, we worked closely with our Ericsson partners to ensure that we ticked all the learning objective boxes whilst producing an exciting film that delivered strong results and a positive impact, in terms of diversity and inclusion. In the writer’s room, we introduced new faces to the story and developed the characters from the previous film to build satisfying story arcs, from budding friendships to journeys of redemption.
Fantastic way of learning. It felt like I was at the movies during my office hours!
The outcome and impact
Employees now look forward to mandatory training
Upon launch, the film achieved remarkable completion figures and user satisfaction. By 27 days post-launch, the film received over 95,000 completions – the highest number of completions achieved in that duration across all Ericsson training modules – ever.
This should be an ongoing series! The production is superb. It should be shared with other organizations!
Thoroughly impressed by the seamless continuation of its prequel’s storyline. The way it skilfully built upon the previous content to create a cohesive narrative keeps you engaged and eager to learn!
This year, The Proposal was awarded a Platinum Hermes in the Video for Internal Communication category. We’ve since launched multiple new training films in collaboration with Ericsson, so the narrative-led training world continues to build.
