INA GROUP

INA is one of Croatia’s leading energy companies, with a long tradition and thousands of employees across the country. As a company that continuously works on improving the employee experience, INA wanted to hear directly from the people who shape it every day.

To encourage employees to share their voice through the Employee Experience Survey, we partnered with Luppa to create an engaging and trustworthy experience around the survey. While Luppa was responsible for the survey methodology and implementation, we developed the internal communications campaign.

Our task was to develop the communication rollout strategy across four phases: teaser, launch, reminder and survey closing. The campaign targeted three organisational units: Procurement, IT (Plavi tim) and the Refinery, covering around 800 employees. This segmented approach allowed us to test the concept, messaging and employee engagement before the planned rollout across the entire INA Group.
All three target groups were different. And let’s not forget that Refinery employees do not spend eight hours a day at a desk. Reaching them required a more tailored approach.

Let’s face it, employees are asked to fill out a lot of surveys. And somewhere between all those questions, scales and checkboxes, it’s easy to lose sight of what really matters: what happens with the answers.

An employee experience survey should show what is already working well, what needs to change and, most importantly, what exactly can be done better.

And to get specific answers, we needed employees to get specific too.

That insight led us to a simple and direct creative concept:

Reci nam konkretno. Tell us specifically.

The idea encouraged employees to move beyond general impressions and share their actual experiences — the good, the not-so-good and everything that could be improved.

The survey needed to feel easy to understand, relevant and worth taking part in, while also building trust that employee feedback would help shape what comes next.

Because if you really want to improve employee experience, “good” or “bad” isn’t quite enough. You need to get specific.

The result is a bold, direct and instantly recognisable visual system that does exactly what the campaign asks employees to do: Get specific. 

The segmented approach also gave us room for a few targeted visual interventions. Refinery visuals were enriched with a pipe pattern, while IT visuals took on a more tech-inspired look. Still, all visual elements followed the same core principles, making it clear that they were part of one project.

To make sure every employee had a chance to have their say, we adapted the campaign to different audiences and the channels they actually use — from refinery workers without regular computer access to Procurement and IT (Plavi tim) teams.

We brought Reci nam konkretno to life across print and digital materials, making sure the message reached employees wherever their workday happened.