Client: HBOS Retail
Project: extra online

Extra online is an interactive pdf for HBOS Retail staff, which was launched in August 2006 to replace the company's extra magazine. The decision to switch to a PDF newsletter was taken following employee research which revealed that people preferred an electronic newsletter.

Two versions of extra are produced, for customer-facing areas and support areas. The pdf is mounted on the company intranet and accessed via a link which is emailed to 40,000 Retail staff. The interactivity means that the reader can navigate easily through the pages of the pdf, but also link to other relevant pages on HBOS intranet sites. Additional related information is provided by pop-ups which open in front of the extra document.

A record number of competition entries within the first hour of the pdf being launched illustrates the interest generated by this format.

The new electronic version of extra is supplemented by special edition pdfs, generally one or two pages, produced to coincide with breaking news stories - e.g. the opening of the first of the new branches in HBOS's biggest branch expansion for 30 years. These special editions have also been invaluable in supporting a series of roadshow events designed to communicate key messages across the business.

CiB Northern Region Awards 2006
Best Electronic/Video Communications

More Case Studies

"We have worked with CG's Leeds team since 2000, when it took over production of extra, our monthly publication for employees in our Retail business. The publication has constantly evolved during this six-year period, mainly to meet structural changes in the business. With each change, CG has responded with fresh and creative design solutions, which have performed consistently well in independent reader research."

Fiona Nelson
Head of HBOS Internal Communications

HBOS Retail PDF Mailer images