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Case study: Vodafone

Increasing colleague advocates of the Vodafone network

  • A multi-channel campaign to an 18,000-strong workforce
  • 95% of employees own a copy of the guide
  • Award Winner: Award of Excellence at the IoIC National Awards 2014  

How do you inform and inspire 18,000 employees about the complexities and qualities of a huge mobile phone network? This was the challenge 44 was given by the Vodafone team, which needed a fun, imaginative way to tell the network’s story – and would turn employees into better ambassadors for the business.


Vodafone’s mission is to become Britain’s strongest and most powerful network, so a superhero theme was chosen to give the campaign some creative muscle. Its centrepiece was a ‘Small but Mighty’ pocket network guide, supported by a UK-wide roadshow and a series of ‘superhero’ promotional materials, including intranet web banners, plasma screens and a digital version of the guide.


More than 95% of employees own a copy of the guide. In addition the digital version has now been downloaded more than 2,000 times and in a recent survey, 78% of employees who responded said they were more confident talking about the network.