Carphone Warehouse
Intrepreneur Challenge
Various promotional posters and collateral for the CarPhone Warehouse Intrepreneur Challenge.
Sir Charles Dunstone started Carphone Warehouse in his flat with a partner, back when phones were the size of bricks.
These days the devices themselves are smaller (thank goodness) but entrepreneurial spirit is still the same.
This commercial capability is right at the heart of Carphone’s amazing brand. That’s what helps them help their customers make smarter comparisons and decisions with real value. It means they can make more lives better through technology. And for Carphone to grow in their current market, and others, they need more people who have it.
They researched among their most successful people to find out what makes them tick and what makes them successful at what they do. It revealed that entrepreneurialism is one of five ingredients that make up what they called their ‘secret sauce’.
Carphone wanted to deliver an internal programme designed to develop their aspiring entrepreneurs. Importantly, they believe that someone can be an entrepreneur no matter where they work, as what or for how long, so that’s what they set out to do.
It was all about finding ‘entrepreneurial’ people ‘inside’ the business. Which is how the programme came to be known as the ‘Intrepreneur Challenge’.
As for results, well, it was a huge success. The programme found 11 brilliant people from all around the business, while 3,815 visitors to the microsite over a period of four weeks showed that the teaser nature of the campaign inspired only those who recognised themselves as aspiring intrepreneurs.
Teaser posters used minimal copy to create intrigue and start people talking.
Idea for velcro do-it-yourself poster
One poster or two?
Bannerstands and corner stickers really stood out.
We kept the campaign going with wallpaper posters,
canteen ones and some cool mirror board.
canteen ones and some cool mirror board.
Heat sensitive card
Launch
People were encouraged to visit the website, where they could find a video featuring Sir Charles and the other execs speaking about their personal stories of entrepreneurship.
After the teaser campaign, launch posters were more explicit about the Intrepreneur Challenge and how to get involved.
