Leading healthcare provider builds a global learning culture though change management

Our client is a healthcare and insurance company committed to helping their customers live longer, healthier, happier lives.

Challenge

Our client’s ambition for Campus wasn’t just to create a new learning space, it was to fundamentally reshape how its people experience professional growth and capability building. With campuses being built in London and Madrid, Melbourne’s APAC Campus needed to deliver the same bold, global vision while reflecting the unique needs, culture, and expectations of a highly diverse regional workforce.

The challenge lay in launching a high-profile, people-first initiative in a fast-paced environment, while balancing global consistency with local relevance. They needed to build awareness, spark curiosity, and quickly embed a new way of thinking about learning and development in a market still navigating hybrid working and shifting employee expectations. It wasn’t simply about opening a facility; it was about inspiring a movement, fostering pride, and creating a cultural shift towards lifelong learning.

Our aspiration was to inspire people to:

• Think: I want to grow my career here, where we innovate for the future of healthcare.
• Feel: I am proud of working where my progress is encouraged and supported.
• Do: I would love to participate in Campus and be part of the movement.

In executing this aspiration, it was important for us to align to their global approach, while adapting our launch and adoption efforts to reflect local cultural context and communication norms. It wasn’t just a matter of reusing logos and keywords; it was about figuring out how to honour shared design principles in creative ways that would resonate with and delight our target APAC audience. The goal was to create an experience that felt distinctly local, proudly global, and undeniably on brand.

Adding further complexity, the Melbourne Campus was still transitioning from a construction site to a state-of-the-art environment as engagement and promotional activities began. This required working dynamically in a fluid environment where project priorities evolved week to week. They needed a partner who could flex with these shifting demands, provide creative and strategic input on the fly, and help deliver a launch experience that would land with impact and set the tone for a new era of capability building in the region.

Our approach

Our Transformation & Change practice delivered on our objectives by adopting a rapid, iterative change management approach. Rather than locking ourselves into a fixed list of deliverables upfront, we worked in an agile, responsive way that allowed us to flex with the evolving needs of the project, from build completion through to early engagement, site operationalisation, launch day, and beyond.

Through regular stand-ups, we aligned on weekly priorities and shared drafts asynchronously, inviting feedback from key stakeholders including the Project Lead, Campus Lead, Workplace Experience Engineer, Internal Communication Manager, Head of Culture and Engagement, Head of Property, and Director of Organisational Development. This collaborative, fluid way of working enabled stakeholders to contribute early, shape deliverables in real time, and ensure every activity aligned to both strategic intent and on-the-ground realities. It also gave us the flexibility to identify and prioritise activities based on emerging needs and opportunities, ensuring that what we delivered was timely, relevant, and added meaningful value to the Campus team and launch experience.

To shift the organisation from low awareness to high anticipation of APAC Campus and lay the groundwork for long-term adoption, we focused on the following key areas:

• Sparking curiosity and fuelling word-of-mouth conversations in the lead-up to launch, creating organic buzz and emotional connection
• Generating demand among facilitators and organisers to bring their events, strategic activities, and programs on-site to Campus
• Driving strong participation on launch day, giving people the chance to experience Campus firsthand and see a vibrant learning culture in action
• Showcasing the full spectrum of event experience design through creative digital and physical assets, helping the Campus team observe what resonated and refine recommendations for future events
• Reducing operational burden for the Campus team by creating reusable, scalable adoption assets that simplify support, enable self-service, and streamline event planning

Inspired by the metaphor of a university experience, the Campus team sought to evoke a spirit of lifelong learning, hands-on collaboration, and trailblazing innovation. To mark the APAC Campus opening, launch day was themed ‘O Day’, a playful nod to festive university orientation events. This became the guiding creative cue for our launch and adoption strategy, aiming to associate Campus with the excitement of fresh beginnings, personal growth, and a strong sense of shared community.

Some of the highlights from our readiness, launch, and operational adoption phases of the project include:

• Releasing a Campus Guide to not only showcase the spaces, technologies, and opportunities available at Campus, but also make visible the stories of sustainability, inclusivity and accessibility that informed the Campus build
• Activating a teaser invitation campaign playing with the concept of “join us” postcards and “book your adventure” tours, to attract early curious visitors
• Running in-person and online interactive Campus tours targeted at different audiences – in-depth demo tours for facilitators to attract and ready them for running events on Campus, and fun story-focused tours for curious staff whose imagination we wanted to capture to support a mindset shift towards becoming part of their learning culture
• Conceptualising a visual identity for O Day, which combined flat illustrations with a loose hand-drawn style to achieve a purposeful yet playful effect
• Activating the O Day launch campaign featuring people alongside analogue elements to signal the festive orientation experience in store for attendees
• Designing a swathe of creative event assets including Teams backgrounds, stall signs, stall poster and presentation templates, event room backdrops, photo boards, and welcome and wayfinding resources to embody the event experience ambiance
• Building a mobile-friendly internal site detailing how to make the most of the Campus zones and state-of-the-art technology, with plans to strategically place QR codes on-site for just-in-time zone-specific guidance to facilitators and visitors
• Enabling long-term self-sufficiency for the Campus team through reusable event screen, reporting, and other branded templates
• Celebrating with timely impact promos that showcased metrics and staff moments on Campus to facilitate further social momentum

Result

Turning curiosity to commitment

Our early excitement promotions were an instant success. Within four hours of the guided Campus tour offer going live, 76 registrations had been received. Demand surged so rapidly that in-person tour numbers had to be capped, with additional slots opened to meet interest. Over seven hours of teaser tours, we engaged 191 participants across on-site and online sessions — a clear early indicator of strong employee appetite for the initiative.

Feedback like “an incredible learner experience”, “loved the accessibility and inclusion principles that have been incorporated” and “proud to be part of this organisation” confirmed that staff were connecting with the strategic and cultural intent behind Campus. More importantly, that interest started translating into action with the Campus Project Lead fielding 40+ enquiries to book Campus facilities well ahead of the global launch.

Designing for delight

The Campus launch in June was a vibrant, high-energy celebration of connection and belonging. Registrations for the in-person Melbourne event quickly reached capacity, with stakeholders noting during dress rehearsals how effectively the creative assets translated the ‘O Day’ vision into a tangible, memorable experience. On launch day, feedback was overwhelmingly positive, with reactions like “wow,” “gorgeous,” and “loved it!”

While strategy set the stage and design shaped the experience, it was people who made the day unforgettable. From inspiring speakers to enthusiastic stall leads and a responsive Campus team, the event came to life through genuine, collective engagement.

Creating lasting impact

The launch and adoption program delivered impressive momentum:

• Unplanned word-of-mouth content added 5.8K impressions and 3.6K reach — on top of the 217.4K global impressions already generated by campaign activity
• 565 attendees joined O Day celebrations across Melbourne, Sydney, Brisbane, and online
• On-site visitor numbers doubled from May to June, reflecting growing interest and engagement
• Campus booking requests continue to flow, with 200+ booking queries for 2025 alone, signalling sustained demand and uptake

As a long-standing partner, we were proud to help bring this bold, people-first initiative to life, creating a dynamic, future-ready space where employees can learn, innovate, and build lasting connections. The APAC Campus now stands as a flagship for our client’s capability strategy in the region, offering immersive, high-impact experiences that foster a stronger, more connected healthcare workforce.