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EMBEDDING AI AT CAPGEMINI UNIVERSITY
Engaging a global workforce
Capturing hearts and minds at Capgemini.
With over 340,000 employees across the globe, L&D at Capgemini is taken incredibly seriously. So seriously that they have their own University. But this is not your typical university. It’s a dedicated, bespoke learning offering for all employees of Capgemini; ensuring they have the skills to get the future they want.
But despite this, Capgemini University faces the same challenge most L&D teams do: fostering long-term engagement with their target audience. They had an unrivalled learning offering, now they just had to get people using it. And to do that, they needed to understand their audience more deeply.
And with the roll out of new AI training looming, and real pressure from the top for AI adoption, they needed to grab (and hold) their audience’s attention. They needed to capture hearts and minds. They needed MAAS Marketing.
And of course… we obliged.
EMBEDDING AI ACROSS 130,000 EMPLOYEES
AWARD-WINNING AI ADOPTION CAMPAIGN.
Capgemini didn't just buy some AI tools. They built an entire GenAI Campus to upskill their workforce. The problem wasn't the technology or the learning content, it was getting 340,000 people across the globe to care, engage, and change how they work. That's not a training challenge. It's a behaviour change challenge. And it needed a campaign.
We built a multi-channel internal marketing campaign designed to shift perception, build trust, and drive adoption of GenAI across the organisation. Not a launch email and an intranet banner; this was a sustained campaign that reached people where they were, in language that mattered to them.
TACKLING AI FEAR HEAD ON
THE INSIGHT THAT SHAPED THE CAMPAIGN.
Our extensive research revealed what the data couldn't: genuine fear. Employees weren't lazy or resistant to AI. But they were afraid of being replaced, afraid of getting it wrong, and quietly hoping the whole thing would blow over. The campaign hook — "Use AI as an ally" — was built to reframe that relationship entirely. Not AI as a threat. Not AI as a mandate from above. AI as something that works with you, not instead of you.
The goal was to upskill 50,000 employees in three months - we did nearly 2x that. And adoption is still climbing. We won the 2024 British Training Awards — Awareness Campaign of the Year not because of the tech. But because of how we got people to embrace it.
of workforce engaged
returning users
trained on gen AI tools
RESPECTING HISTORY
REIGNITING THE BRAND
Before you can campaign effectively, you need to understand your audience. Capgemini University had almost four decades of history — and with it, legacy brands, outdated perceptions, and assumptions that needed challenging.
We conducted over 30 hours of focus groups and an organisation-wide survey to uncover the truth about how employees felt about learning at Capgemini. No assumptions. Just data. That research led to:
A simplification of their brand hierarchies, ditching confusing legacy brands.
Devised a new tagline that was in keeping with the group comms, but emphasised the University’s USP.
Created a unique visual identity for Capgemini University, while complying with existing brand guidelines – to ensure the University stands out and grabs attention.
UPSKILLING L&D
MARKETING FOR LEARNING TRAINING
Campaigns are one thing. Building the internal capability to sustain them is another. We trained over 50 Capgemini University employees across three sessions to think like marketers, so the AI adoption campaign wasn't a one-off, but the start of a permanent shift in how Capgemini communicates learning to its people. We helped them to:
Adopt a marketing mindset; ensuring they are deliberately collaborative, creative and challenging in all they do.
Understand their audience deeply – ditching assumptions and working on data and research to engage their people.
Think outside the box and utilise copywriting tactics to truly transform learning engagement across the organisation.
This training changed the game for the entire Capgemini University Creative Centre of Excellence. And thanks to MAAS, they’re constantly humming, singing and shouting now. #IYKYK 😉
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