Client story · Vocational training · Multichannel communicationMobipolis: a name change that transformed internal communication
After spending 2025 on its change of identity, GNFA, the automotive industry's training organisation founded in 1973, became Mobipolis. To get its 350 employees across 15 centres to adopt the new name, the company rethought its internal communication with We Advocacy.
Get a new name and identity adopted by teams, some of whom had been there for 25 years, while messages were getting lost in the flood of emails.
A single platform to align email signatures, schedule targeted pop-ups, redesign the newsletter and measure every send.
Identical signatures for everyone, messages seen by the vast majority of employees, and departments running their own communications.
“The signature was what we liked most at first: the ability to align all our signatures. Today everyone has an identical signature, which gives a very professional framework.”
A new name, and internal communication to reinvent
Mobipolis trains around 52,700 automotive professionals every year: sales staff, workshop technicians, after-sales, regulatory certifications. Its 350 employees work across 15 centres, with a head office in Meudon: about a third are trainers, alongside teams that run the centres and design training programmes, and a sales team.
Moving from GNFA, a historic acronym everyone recognised, to Mobipolis meant changing name, DNA and visual identity all at once. People who joined four years ago and others who have been there for twenty-five years all had to be brought on board, between attachment to the past and a desire for innovation.
The pitfalls of conventional communication
Emails, Teams, long-standing newsletters, a little-used intranet: like many companies, Mobipolis faced messages that landed differently depending on the channel, and a poorly coordinated flow of information, with up to 18 pieces of information received in a single day. On top of that, its audiences work to very different rhythms.
Different audiences
- Trainers, in the classroom from 9 am to 5 pm.
- Sales staff, on the phone and on the move.
- HR and marketing, who need written, quantified and archived information.
A flow to take back control of
- Too many messages on the same day, poorly coordinated between departments.
- Emails filed away unread.
- No measurement of what was actually received.
With the name change, internal communication went from a support topic to a strategic one: many messages had to get through to explain the choice and the philosophy behind it.
Making sure the message got through
Before the project, it was hard to reach everyone, to be relevant to each person and even to understand how information circulated. So Mobipolis went back to the original question: what does communicating mean? Aligning messages, ensuring consistency between departments, breaking down silos, and choosing the right level of message, channel and visual for each audience.
“You can be convinced you've written the right email or the right newsletter, then realise in a team meeting that the information didn't get through: the hook wasn't right, or there were too many emails that day.”
A single toolbox, chosen at the time of the name change
To stay consistent with the innovation behind its new image, Mobipolis looked for a partner able to offer a complete communication toolbox. It chose We Advocacy: email signatures, on-screen pop-ups, newsletters and statistics, all managed from a single tool.
The pop-up appears on top of other windows on the computer and prompts the employee to act. It can be scheduled early in the morning, and waits for people on leave until they return.
“What we really liked was the pop-up: we can schedule it very early in the morning, and trainers receive it at the same time as everyone else, when they switch on their computer.”
Six practices that make the difference
Mobipolis applies the standards of a marketing team to its internal communication: an editorial calendar, a strategy for each type of message and a single tool.
Aligned email signatures
An up-to-date signature for everyone in the new brand colours, with an event banner for external emails and a plain version internally. The work-study department has its own, with its campus logo.
Scheduled pop-ups
Sent early in the morning or when people return from leave, they reach trainers and head office teams at the right time.
Colour codes and avatars
Each department has its own category, colour and character: Lydia, Marc from IT, Mathieu from Mobipolis Academy. You can tell straight away who is speaking.
A redesigned newsletter
Shorter, with an animated GIF and the reader's first name, and recurring sections born of a team brainstorm: Mob Inside, Mob Expert.
Statistics on every send
Views, clicks, sections that work: the team adjusts each new edition based on the results.
Instant emergency communication
In severe weather, the pop-up lets them alert everyone in a few seconds, without emails or phone trees.
An editorial committee decides which message goes out each month, to whom and how, to avoid bottlenecks between departments. Departments are more independent: HR publishes its own internal job openings, with the communication team's support on the right codes and wording.
Communication that reaches its target, and can be measured
85% views
An internal communication pop-up about a sports challenge was seen by 85% of the workforce, even though some employees were absent.
An aligned image
Identical signatures for every employee, giving a very professional framework and real credibility to the new brand with clients.
Informed choices
Statistics show which audiences and departments respond best, and on which channels: enough to drop some formats and develop others.
“85% views is huge for us, given that some of the workforce are absent or on long-term sick leave.”
A newsletter people look forward to
The new newsletter has been very well received and people now look forward to it. The December issue, for example, generated 68 clicks: a measure the team did not have with its previous tool, and which helps it choose which sections to highlight.
Reaching less connected teams too
In the centres, Mobipolis also relays information on screens in offices and workshops, for example near the coffee machine. If employees don't come to the information, the information comes to them.
What's next
Gamification
Reuse the game mechanics tested in a pop-up to boost engagement.
Mob Expert
A new series giving the floor to in-house experts and partners.
Dashboards
Statistics consolidated by channel, audience and type of message, to report to senior management.
Keep reading.
The webinar with Mobipolis
The project told by the Mobipolis team, with a live demonstration of their tools (in French).
Email signatures and banners
Identical signatures for everyone, and banners managed from a single back office.
Messages and alerts
Pop-ups, SMS and notifications: the right channel for every message.
A rebrand, a reorganisation, messages that don't get through?
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