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Aligning share plan communications with a new brand

Entain, formerly GVC, is a global leader in sports betting, gaming, and interactive entertainment, owning major brands like Ladbrokes and Coral.

As they expand across nearly 30 countries, they wanted to increase employee engagement with their ShareSave plan. However, challenges included a newly established brand, a global workforce, a tight timeline, and reaching employees without access to email.

Entain turned to us to help launch an engaging campaign that would raise awareness and boost participation in the plan.

OUR APPROACH
  • ROADSHOW ASSETS: Created a digital flyer with a QR code on a pull-up banner to avoid paper waste and engage employees directly.
  • CREATIVE CONCEPT: Used food metaphors and slogans like “owning a slice of SSP, it’s a piece of cake” to make the plan relatable and fun.
  • LAUNCH ASSETS: Produced a brochure, emails, posters, and flyers, all in SSP’s brand with their approachable tone.
  • DIGITAL TOOLS: Developed an online tax calculator and a manager toolkit to support employee understanding.
THE RESULTS
The campaign exceeded 
expectations with 1,551 first-time participants and 12% take-up 
among UK retail colleagues.

The overall take-up rate of 15% was a significant improvement, with feedback praising the creativity and clarity of the campaign.

The success was recognized at the ProShare awards, where the campaign was shortlisted for “Most Effective Communication of an Employee Share Plan.”

Entain plans to continue building on this success next year by linking share plans to financial wellbeing education.

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