The Challenge

Inclusion@Lloyd’s is a group of 15 leaders from around the Lloyd’s insurance market who were brought together by its CEO, Inga Beale, to champion and steer diversity and inclusion best practice for an industry that must attract and retain the best talent in the face of complex global challenges. Inclusion@Lloyd’s challenged Gong to develop a brand platform to bring diversity and inclusion alive in the Lloyd’s market in an inspirational and engaging way that people would be motivated by, primarily for the business case to practice better diversity and inclusion in their companies. The result was Dive In – what began as an initiative of Lloyd’s in just one country in 2015 has become a global initiative across the entire insurance sector, attracting support from firms in financial services, recruitment and law.

The Strategy

Gong developed the brand concept for Dive In, and ran logistics and communications for each festival in a composite multi-stakeholder environment with a global reach of 1.8million.

This involved developing the website and app on both Apple and Android, curating marketing collateral including a 40-page festival programme, sponsorship offerings, organising a wealth of video and photography capture, running the press office and creating buzz through launch events, branded coffee cart, street facing branding of the iconic Lloyd’s building, stakeholder communications in each of the 17 countries, and running global steering committee meetings from London.

The Outcome

Described as a ‘brave and bold event’ by Marketing Week, the success of Dive In has been widely recognised by awards in the insurance sector, marketing and PR experts and employers’ networks. These include: PRCA Employee Engagement Award; Insurance Marketing and PR Awards Event of the Year; Corp Comms Magazine Best Live Event; Insurance Day Diversity & Talent Management Initiative of the Year and Marketing Week and The British Insurance Awards Diversity Champion. The festival’s immediate results in reaching its goals was shored up by quantitative research revealing that 99% of the 7,000+ attendees agreed diversity and inclusion was good for business and 92% said their understanding of the issues had changed as a result of the festival. Gong secured positive and extensive media coverage across the globe, reaching stakeholders throughout the insurance sector and beyond. Dive In 2017 had a footprint across six continents with over 80 events in 32 cities.