ARAG SE
How do you create an internal event that communicates the strategy for the year ahead while connecting employees, strengthening pride and making the personal impact of this strategy tangible for them?
For the ARAG Kick-off 2026, XSAGA developed the concept ARAG on Stage: a programme in which strategy was not only communicated, but truly experienced. At the AFAS Theater in Leusden, content, entertainment and interaction came together in an afternoon that took employees on a journey through the organisation’s direction for the year ahead.
With Harm Edens as host, the programme was brought to life with an accessible tone and plenty of humour. Live music by the Sven Hammond Band added energy, while a personal conversation with the new CEO gave employees the opportunity to get to know him better. External inspiration came from director David Grifhorst, who offered a unique behind-the-scenes perspective on major live productions and demonstrated the power of collaboration.
By alternating strategic updates with spotlight moments for employees and interactive masterclasses, we created a kick-off where colleagues were not only listening, but actively engaged. This created a clear connection between organisational goals and personal meaning.
The result: a shared start to the year that provided direction, strengthened pride and made employees feel that they are part of something bigger.
Marloes van Gangelen
Team Lead Corporate Communications & Sponsorships, ARAG
