The Campaign

So our idea was to try a light-hearted approach. We created tiny little deskphones (freeing up tons of space on your desk for another bottle of vodka); but the real genius was that the handset was in actual fact a set of earphones with a microphone included. Voila. New softphone delivered and done.

Creative Execution

We used a simple element, that millennials, forty somethings, luddites, and possibly even other primates would recognise - earphones. And turned them into a representation of the softphone that looked just like their deskphone. Just to let them know it wasn't going to be a leap into the great unknown. Heck even if it was, they would have the earphones for company.

Indication of how successful the outcome was in the market

297 employees made the transition from deskphone to softphone overnight. With zero glitches. A quick tour of the office also revealed a significantly higher numbers of flavoured vodka bottles, Lego Batmans and Hello Kitty Vaders on people's desks.

It's a scary transition to plunge into the great big unknown of softphone technology. Serious, informative, jargon filled tutorials would have been only made it worse. And so would the tyrannical all-staff email with the orders from high command. We chose to take the edge off this transition by making it fun and playful and of course, super-cute.