Finalist
Novo Nordisk: "The Knowledge"
Summary of work
Novo Nordisk set out to solve a critical internal challenge: inconsistent adoption of customer engagement tools and behaviours, limiting the organisation’s ability to deliver commercial excellence.
Rather than introducing another initiative, the programme reframed existing tools as a unified way of working-“The Knowledge.” Inspired by the mastery of London’s black cab drivers, the campaign positioned CRM and customer engagement behaviours as a connected system that delivers clarity, confidence and competitive advantage.
A sustained, omnichannel internal campaign was developed to shift mindset and behaviour-from uncertainty and inconsistency to confident, habitual use of the full system. Combining emotional storytelling with practical enablement, the programme embedded “The Knowledge” into day-to-day activity across customer-facing teams.
The impact was significant and measurable. Completion of non-mandatory CRM data fields increased by 69%, the depth and quality of entries rose by 37%, and drop-off rates across the process fell by 71%; demonstrating a fundamental shift from selective usage to full system adoption.
This programme stands out for transforming perception, not just process; turning a fragmented set of tools into a shared culture of customer engagement excellence and delivering tangible commercial value through behavioural change.
Judges’ comments
"The Knowledge" entry’s challenge was well set out as being a mind set and behavioural shift with good identification of perceptions of CRM that needed to change. Very good creative concept that is immediately understood and distinctive. It had strong behaviour change campaign which showed a clear business need and tangible outcomes. Good strategy to show the WHY of the change - move from admin task to value creating activity which change perceptions.
