STRATEGIC FICTION

HOW DO YOU CREATE EMOTION AND ENGAGEMENT WITHIN YOUR ORGANISATION IN AN INVENTIVE WAY? PPR AGENCY AND THE PRODUCER-DIRECTOR OF COLONEL JOHN SMITH POOL THEIR TALENTS TO PROPOSE A SURPRISING AND EFFICIENT APPROACH.

A COMMUNICATIONS PARADIGM SHIFT

Strategic Fiction’s mission is to enhance corporate communication through the emotional power of fiction. The aim is to create a greater impact with directors, managers and employees on strategic issues. These issues are often complex, yet they deserve everyone’s attention and engagement.
Strategic Fiction can be applied notably to 6 diverse dimensions: risks, anticipation, raison d’être, strategic plans, transformation and CSR.

It’s time to change the communication paradigm, because getting everyone involved in the company is no longer quite so straight forward, and the complexity of corporate issues is increasing considerably. If this new reality is not addressed in an effective way, adaptation to the new world will be severely hampered and business capital weakened or damaged. Strategic Fiction, by confronting reality and imagination, provides a real response by significantly raising awareness – by factor ten – through its emotional impact,’ says Frédérique Lenglen, Managing Director of PPR.

THE POWER OF ADDICTIVE SCREENWRITING

Based on a defined communication strategy and scenarios that are both imaginary and real, Strategic Fiction unfolds from episodes just like those in the series we are all familiar with.

The strength of the stories, the characters and the suspense are all designed to be addictive, aimed at creating a higher level of engagement among internal audiences, who are both spectators and actors at the same time.

To achieve this, PPR will be relying on the ‘Addictive Learning Media’ created by Colonel John Smith, which applies the codes of streaming and cinema to communication.

« Fiction is a genre that is totally applicable to the new way of communicating with different generations within the company. It appeals to everyone, whatever their position in the company. Better still, it strikes a chord and generates enthusiasm through its intensity, on subjects that are sometimes considered to be boring and obscure, or simply not very engaging, even though they are crucial to the company’s performance. We applied this concept to compliance and risk management, for example, by creating a series of tailor-made programmes for the leading French bank, Crédit Agricole. An 86% engagement rate was achieved, which is way higher than tackling this area with traditional communications » says Sandra Aubert, founder and CEO of Colonel John Smith.

PPR, that focuses on engagement and mobilization strategies through innovative programmes, is embarking on an exciting initiative with the introduction of Strategic Fiction across several key divisions in companies: general management, innovation management, communication and marketing, HR, IT, legal, and so on, to spark innovation and energize teams throughout the organization.

DIFFERENT GENRES FOR YOUR SERIES

There are many different genres that can be applied to Strategic Fiction.

Spy series are well-suited, for example, to raising awareness on cyber risks, dramatic comedies can be surprisingly effective in promoting a company’s raison d’être or CSR. Science fiction and fantasy make a perfect combination for anticipating and embracing innovation. And there’s nothing to stop you producing a more historical series or indeed musicals if the genre is appropriate!

To incite engagement, company employees can be involved in the same way as professional actors.

FROM EPISODE PRODUCTION TO A DEDICATED STREAMING PLATFORM

PPR & Colonel John Smith’s Strategic Fiction can be rolled out within companies in different ways:

• in a ‘one-off’ mode, with themed series (generally 6 episodes);
• long-term, with a dedicated in-house streaming platform broadcasting regular educational content throughout the year;
• In-house communication strategies can then be crafted to foster both individual and collective learning, with initiatives like engaging teasers, impactful launch events, ambassador mobilization, interactive discussion groups centered around the series, and a spotlight on the outcomes of Strategic Fiction. The overarching aim is for this initiative to evolve into a vital resource within the organization to tackle societal challenges we face today and those that lie ahead.