3 has announced its first
marketing campaign in 18 months to promote its free Skype offer, announced last
week. The campaign will break on 5 May.
The advertising will
appear on multiple TV channels, radio, digital and posters. It will feature the
strapline ‘Changing Mobile Forever’.
The TV advert will
feature an actor, who also happens to be a 3 customer, using Skype on his phone
while on holiday in Barbados.
It will aim to engage and educate consumers on the advantages of Skype.
The new offer of
unlimited minutes between Skype users is the first of its kind to hit the
market and has been described by the company’s CEO, Kevin Russell, as part of a
strategy to ‘aggressively’ pursue a mobile internet model.
A 3 UK spokesman said: “The tagline of
this campaign is ‘Changing Mobile Forever’, but this isn’t just words – we’re
matching our words with action, real services and packages that are changing
the way people use their phones.'
He added: ‘Later stages
will see the introduction of yet more products and tariffs that will challenge
some fundamental barriers in the mobile market.’