Three UK and Gravity Road have teamed up to launch a new social film as part of the mobile network’s ‘Go Roam’ campaign.
In addition to other above-the-line and PR activities, the film aims to highlight Three’s ‘Feel At Home’ offering, which allows customers to use their phone abroad in 60 destinations across the world at no extra cost, including the EU, USA and Australia.
Starring comedian Joe Wilkinson as an unconventional news anchor, the social film pokes fun at the global geo-political obsession with human migration in comparison to the freedom enjoyed by the animal kingdom.
“The freedom to roam is a hot topic right now. Our animal friends know no borders and Three UK thinks the freedom to roam is a bare necessity too. So, we got Joe Wilkinson to make the point in his own inimitable way,” said Mark Eaves, founder at Gravity Road.
“Gravity Road has developed a great piece of content that conveys our roaming offering from a completely different perspective,” added Rachael Courtney, lead social strategy at Three.
Earlier this month, the mobile network tapped former O2 marketer Shadi Halliwell is to join as chief marketing officer, with the remit of establishing the telecoms network as one of "Britain's best loved brands".