Vodafone Global Enterprise
Vodafone Global Enterprise is a multinational which provides telecommunications and information technology services to large corporations.
One of Vodafone’s major challenges has been to support the sales of a wider range of solutions incorporated in the PSN framework to Public Sector customers. Vodafone also wanted to position themselves as a facilitator of change for Public Sector organisation throughout the UK and engage decision makers around specific issues to demonstrate how Vodafone can help organisations improve their processes, change the way they use physical spaces and enable their staff to do their best work.
To start with, we challenged the preconceptions that Vodafone is just a mobile provider. Base One created a content-led campaign, themed on ‘Public Services Reform’, focused on exploring what it’s like to deliver public services today and the issues leaders were looking to solve through technology.
The hero content consisted of video interviews of public sector leaders talking about the challenges they face and the role technology is playing now and in the future in solving these key issues. This helped associate Vodafone with efficiency and effectiveness in the Public Sector, without directly talking about solutions.
The primary channel for content promotion was a partnership with The Guardian Online, where the audience was directed to a Vodafone Partner Zone and three Public Leaders Networks. The content on the Partner Zone was created by Base One under the heading of “Public Perspectives”. Direct promotion was through a combination of online and offline ads plus communications to Vodafone’s customer base, amplified by PR and social media. Supportive content included: a PSN manifesto, how-to guides, resources roundups, articles, case studies and research. A total of 64 pieces of content were produced in the space of six months including: 15 videos, one research, an online survey and interactive infographics.
The campaign exceeded all expectations and delivered great results including nine leads with an estimated value of one million pounds.