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Going beyond business communications to the future of work

Introducing the App Generation

Unified communications (UC) company Fuze turned to Wildfire to create a new, high-impact narrative on the future of work to stand out from the UC crowd.

Wildfire’s App Generation campaign took its inspiration from a new wave of workers, whose lives have been fundamentally shaped by digital technology.

To explore the demands of this future workforce — the young people set to take over as the defining force in the workplace — we took a crowd of teenagers into UK offices to capture their reaction to outdated practices, processes and tech.

While desk phones and fax machines left them baffled, break-out spaces and wall-to-wall video rooms got them inspired about the possibilities for their future careers.

Our campaign highlighted the major disconnect between the expectations of future employees and current workplaces, putting Fuze firmly on the map in the minds of the media, prospects and customers.

Wildfire created a compelling brand narrative, bringing content-led communications that truly added value across the marketing mix.

Tom Pressley, EMEA marketing director

The Results


Pieces of coverage spanning nationals, business and IT


hits on the campaign landing page


media share of voice against key competitors