To launch its new Business Centres, I was tasked with coming up with a creative idea that would appeal to SMEs and drive them to their local store for all their business telecommunications needs.

I wanted to encourage SMEs to ask themselves whether their communications tools – mobiles, phone systems and broadband access – might be holding them back. The analogy of a professional lawn mower using a standard push mower to cut the grass on a farm resonated with small business owners nationwide.

This campaign used press, outdoor and unaddressed mail to great effect, driving more business in their doors than expected.