The Brief

A workplace revolution is underway in Australia. Employees increasingly expect to be able to work from anywhere, at any time, and on any device. In fact, 70% said that this flexibility would impact on choosing one job over another. Despite this, most Australian employers are not technologically equipped to provide true flexibility - making it hard for them to attract and retain top talent. Our brief from Telstra was to make CIOs aware of this shift in behavior and encourage them to attend a workshop to map out an ICT solution that would help them meet these changing demands.

Creative Execution

CIOs are notoriously time-poor, and those that we targeted are constantly inundated with communications of all sorts, so we needed an execution that was not only relevant but that would cut through the noise. The bold artwork provided the surprise and impact that was needed to compete with other pieces of communication and conveyed the concept of the workplace revolution. The signs clearly demonstrated exactly what it is that employees expect from their workplaces and signified that it was time for a change

Describe the creative solution to the brief/objective.

To make sure CIOs couldn’t miss the signs of the coming workplace revolution, we literally put them in their hands, creating a DM pack out of a medium that has been the mainstay of revolutions for centuries - the demonstration sign. And we didn’t stop at one… we created a total of 100 individual signs, each hand-made by specially commissioned artists and inspired by the top 20 employee demands. These signs were sent to 100 of the most prominent CIOs in the country, to create leads for 25 CIO's to attend a one-on-one workshop with Telstra.

Results

The task was to create leads for 25 CIO's to attend a one-on-one workshop with Telstra, but our posters created somewhat of a revolution themselves, generating 56 CIO leads. The result? A 56% conversion rate and 224% of target achieved.