SITUATION
BMW AG rolled out its new 5 core values after its 100th anniversary celebrations in 2017. BMW organised a big bang launch event called management conference in Shenyang, its production base in China, for close to 2,000 senior managers. I was tasked to lead the less glamorous but in my opinion the more important task of leading the follow-up activities after the launch event. But with one catch – there was no budget. I therefore decided to develop a costless but a deep dive discussion concept for the senior managers and their teams to connect with the core values. I then brought this concept to over 500 senior managers in the technology and HR divisions and coached and mentored them over the course of a few months.
TASK
While the official task was to contribute to the post-launch plans of the central committee, my other task was to keep moving simultaneously on the ground in Shenyang for my company to continue the momentum that had been created with the three day launch event. But it had to be low profile and “under the radar” but should create sustainable mindset change. Although a budget was set for post-launch activities initially, they were eventually consumed for the three day launch despite my appeals. So I had to make something happen on the ground, it must not be “loud” but it should produce some tangible results and there was no money on the table. This was the task.
ACTIVITIES
Concept development for re-Launch of exiting core values
- Concept proposal 1: “Deep Dive”
- Concept proposal 2: “Immersion program”
- Concept proposal 3: BBA “Culture Identity”
Launch of new core values at annual management conference
- Created The Big of Book of Ideas for management conference
- Set-up a website for the core values for China, focusing on the launch event
- Supported to develop an RSVP App and took responsibility for event RSVP
- Set-up a telemarketing team to strengthen the participation numbers
- One of the moderators for a puzzle building activities during the launch event
Development of a side concept for parallel on the ground activities
- Created a post-launch concept and plan for 500 senior managers
- Developed and organised an alignment workshop for 17 program owners
- Presented a workshop concept at the Technology Division’s Forum
- Created a discussion concept to enable managers
- Organised and supported 15 engagement activities by the senior managers in the Technology Division
- Organised large workshop for HR Division’s 60 senior managers
Change Communication Activities
- Developed a core values website
- Created a Managers’ Tool Kit
- Developed a LEGO presentation
- Wrote and published 12 stories on core values over 6 moths period
RESULTS
- Core values successfully launched at the management conference to 2000 BMW China senior managers
- Low profile but high impact culture-building activities organised with no cost using 2 interns.
- Deep understanding of core values achieved at Technology and HR Divisions with over 500 managers.
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