Our core objective was to communicate the rational benefits of mobile working to an audience of small business owners/decision makers.
Our target audience travel frequently and rely heavily on technology to keep them in touch - but they don't realise how much Vodafone enables them to do while they are on the move, or how this can benefit their business.
The web is the perfect place to communicate this rational information - via case studies, feature demos and other useful information. However, we needed to engage them first - and we identified the sense of "freedom" and "release" that mobile working gives as an interesting theme that we could develop creatively.
Tying in with the TV commercial, our online advertising depicted two desks fighting, but then took things a step further, with the call to action: "destroy your desk".
The landing page from these ads asked the question: "Who needs a desk?" and invited users to choose one of six desks to crush. The satisfying footage of real desks being crushed in real time by a two-tonne steel crusher, which we built specially for the shoot, then plays out. Users then have the choice to crush a different desk or read more about the benefits of Vodafone's mobile office solutions.
