Challenge:
The business marketplace is a key market for Vodafone and the challenge was to position the brand as more than a provider of connections and mobile devices.

Solution:
The Working Nation Report was conceived as a research-driven project that would give Vodafone the authority and credibility to talk about issues that matter to managers and staff within the UK. The Report built up a detailed picture of what individuals in the workplace really think.

Results:
Eight results have been produced, each of which was the focus of communications campaign. Key results have included significant radio coverage, web TV programmes, BBC Business News and regular coverage in business publications. The most important results has been the creation of Vodafone Working Nation as a trusted entity and results are used by the regional development agency as evidence to support their own programmes.