Case study

Vodafone

Issue
In response to increasing competition in the crowded UK mobile phone market, Vodafone wanted to reinforce its credentials as the supplier of choice by showing it understood the issues facing its business customers.

Strategy
Vodafone needed a platform which would allow it to communicate on an ongoing basis on issues that mattered to its business customers. A series of research reports called Working Nation was commissioned as the vehicle to achieve this. For each report a think tank of businesses and academics was brought together to choose and test the themes for the reports. The results formed the heart of a three-tier features, news and opinion column media campaign.

Impact
The first stage of the campaign reached over 51 million people with an advertising equivalent value of £1.3 million. There have been in excess of 250 pieces of media coverage resulting from the eight reports. This has delivered on the strategic objective of giving Vodafone a consistent voice in the media on business issues in the press for the first time