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The app generation

Fuze moves from fax machines to the future of work

A new generation

Unified comms app Fuze needed a stand-out message for its UK launch. Taking inspiration from a new wave of young employees entering the workplace — the App Generation — Wildfire’s campaign showcased the future of work.

By exploring the attitudes and expectations of teenagers whose lives have been shaped by tech — and running research with workers, bosses, and CIOs — Wildfire built a multimedia campaign revealing the disconnect between existing workplace tech and App Generation expectations.

WTF is a fax machine?

Wildfire then brought Fuze’s findings to life bringing three classrooms of App Generation teens into outdated workplaces. Followed by a videographer, journalists, and a BBC camera crew, we captured the next generation of workers struggling to operate landlines, conference systems, and fax machines.

The stunt received national coverage in The Times, Telegraph, Independent, Evening Standard and more. Best of all, the campaign drove sales by showing businesses the need to replace outdated systems with Fuze.
As one App Gen teen put it: “Why’s it all so old? Aren’t there apps for this stuff?”.

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

The results...


pieces of coverage spanning nationals, business, and tech


hits on the campaign landing page


marketing qualified leads