CASE STUDY: Base One changes the views of the public sector
The major challenge for Vodafone has been to support the sales of a wider range of solutions incorporated in the PSN framework to public sector customers. We addressed this by challenging preconceptions that Vodafone is just a mobile provider. 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.
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 their challenges and what role technology is playing now and in the future in solving these key issues. This helped associating Vodafone with efficiency and effectiveness in the public sector, without directly talking about solutions. The primary channel for promotion of content 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 was produced in the space of six months including: 15 videos, one research, an online survey and interactive infographic.