Operational Effectiveness
Issue 13 | December 2009
Agency
Archibald ingall stretton
Creative Team
Creative Partner: Steve Stretton, Creative Director: Matt Morley-Brown, Copywriter: Andy O’Carroll, Art Director: Spencer White
Production Team
Studio manager: Paul Grainger, Creative artworker: Ellis Faint, Creative artworker: Andrea Smith, Head of Design: Perry Cooper, Developer: Madhu Pasulla
Other Credits
Business Director: Chris Dodson, Senior Account Manager: Dan West
Date
November 2009
Background
Smartphones and mobiles are critical tools for most organisations. So, what started out as managing a few mobiles is now starting to get out of control for many IT managers.
Making sure they’re constantly supported with up-to-date settings, applications and configurations eats up most of their time.
These people have better things to do with their time.
Idea
To communicate that 02 understand how the average IT Manager’s job is now consumed by a bundle of niggly little tasks, the C4 envelope itself was used to list all those daily tasks they have to do – and dislike.
The spoof job titles (‘Chief Executive of Testing Mobile Phone Chargers’ and ‘Executive Director of Upgrades and Accessories’) emphasise how little time they are spending on the jobs they are meant to be doing.
Inside, a 16-page booklet spelled out exactly how 02 will “look after the mobiles while you get on with the job.”
Each spread of the booklet featured a personalized business card with the job title crossed out to suggest 02 can take this particular task off the recipient’s hands.
Results
The mailing has not yet gone out to all 3,500 IT Managers targeted. But within the first week, the ambition of securing 20 new opportunities for managed services has been trumped – with 55 new leads generated.