When Vodafone acquired one of the UK's largest fixed line communications providers, Cable&Wireless Worldwide, investing over £900 million, it was very big news in the world of technology and communications.

Vodafone became overnight the only company to be able to offer truly integrated fixed and mobile communications, which suddenly presented a real opportunity for CIOs and technology leaders to innovate and make IT more central to their businesses.

So how best to announce this news?

The Vodafone Enterprise Brand Team chose Base One to develop the strategy and creative idea to communicate the unique fixed and mobile proposition to CIOs and technology leaders in large corporations. We needed to not only communicate the coming together of Vodafone and Cable&Wireless Worldwide but also why it was great news for CIOs and their businesses.

'Inseparable from now on…'

This was the campaign idea that conveyed the message that Vodafone had combined mobile and fixed and that they had become irreversibly connected – along with the benefits to businesses.

The campaign launched in June 2013 and consisted of print ads (national press), online display advertisements and OOH (tube stations and 120 railways stations coming into London) with two waves of creative.