The internal communicator's view
Zoe Brunton
Head of colleague communications, Aegon UK
TV is something everyone can relate to. We typically run annual colleague events, which follow a tried-and-tested format. But we wanted something different – a format that would make our strategic messaging more engaging and digestible.
The Big Tune In Show was a series of ten 90-minute live sessions held across three key locations, over three weeks, designed to engage employees with our strategic vision in a fresh and dynamic way. The event was fully in-person, creating an immersive experience where colleagues could connect, participate and engage directly with leadership and each other.
We crafted each show around familiar TV formats. In a One Show-style chat segment, our CEO was interviewed about Aegon’s progress, followed by an open Q&A panel. We also introduced a game show-inspired section that made participation fun and spontaneous, including selecting audience members at random using beach balls.
Another impactful element was the Journey Film, a powerful piece that reinforced our purpose and vision using real customer insights. This helped employees connect emotionally with our broader mission.
The advert breaks became one of our most successful elements. Teams across the business created commercials promoting different products and services – from recycling initiatives to security awareness campaigns. Each wove in our core business messages while allowing colleagues to express their creativity.
Delivering The Big Tune In brought challenges. Each team member had specific responsibilities, from managing the adverts to coaching our internal leaders who served as hosts. Building their confidence was crucial. We pushed senior leaders outside their comfort zones and while we occasionally saw raised eyebrows at our ideas, they ultimately embraced the concepts. Their willingness to participate was key to the event’s success.
A defining moment was a video of colleagues sharing why they’re proud to work at Aegon. Seeing people react to themselves and their colleagues on screen created an electric atmosphere – it made me emotional. That’s when we knew we’d created something special.
The events contributed to a remarkable nine-point engagement uplift. My advice for similar initiatives? Plan early and stay flexible – things will evolve. Don’t be afraid to embrace crazy ideas: they often yield the best results. And always keep plenty of chocolate on hand – it fuelled us through some intense moments!
The employee's view
Gillian Bell
Customer care engagement lead, Aegon UK
Before attending The Big Tune In Show, I understood Aegon UK’s vision in a broad sense, but this event brought it to life in a way I had never experienced before. It made clear exactly what our customers need from us and how we, as colleagues, play a role in delivering that support.
From the moment the event started, it was clear this was something different. The Journey Film set the tone, reinforcing our purpose and making the strategy feel tangible. It also showed me how creative internal communications can be – it’s not just about emails and announcements.
There was a real buzz in the room – excitement that continued even after we left. It made everything feel modern and engaging in a way I hadn’t felt before.
Compared to previous company-wide initiatives, this one stood out because of its energy and inclusivity. Past events felt serious, but this was fun, and it resonated with everyone in the room. Aegon has such a diverse workforce, and this event made sure we all felt included and part of the bigger picture. It brought us along the journey together, making the strategy feel more relevant to each of us.
The event also had a personal impact on my connection to the company. It was exciting and clear about where we are heading, and it reinforced my pride in working at Aegon. I’ve been here for 20 years, but this event reaffirmed that I work for a company that genuinely cares about its people. It felt ambitious, inspiring and full of momentum.
One of my favourite moments was seeing the TV adverts – some serious, some playful. Watching colleagues step up to take part, seeing their personalities shine, and hearing people laugh and engage made it clear: this company has an incredible culture. The event captured a sense of pride that is not easy to achieve, and I left feeling genuinely excited about the future.
