Three has unveiled a nationwide, integrated campaign to promote itself as the UK’s fastest growing network in terms of new customers.
The campaign kicks off on Saturday 22nd October with a TV commercial, created by Wieden + Kennedy, as the opening salvo of the campaign. It also communicates that Three offers all-you-can eat data on a range of smartphones from just £18 per month with ‘all the internet you’ll ever need’.
The campaign, created by Toby Allen and Jim Hilson and creatively directed by Tony Davidson and Kim Papworth, includes two TV commercials, ‘Drops’ and ‘Explosions’ and will be supported by press, print, digital, radio and out of home in the run-up to Christmas. ‘Drops’ breaks on ITV on 22 October and will also air during the Rugby World Cup Final.
This is the first work the agency has produced for the mobile operator since its appointment in January 2011. It is a pre-cursor to a large integrated campaign scheduled to break in 2012 that will communicate Three’s brand story and continue its push in the UK market.
Three UK marketing director Thomas Malleschitz said: ‘Our upgraded network and the promise of all-you-can-eat data have made Three the UK’s fastest growing network. We’ve handpicked the best range of smartphones so they now make up 98% of our sales, the campaign brings to life how people are joining Three to make the most of them.’
Toby Allen and Jim Hilson, creatives at Wieden + Kennedy said: ‘We’ve really enjoyed establishing a new tone of voice for Three. We think this will set it apart from other mobile operators and technology brands.’