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Three UK brand chief on why Snapchat was vital to its bizarre Puggerfly campaign


By John McCarthy, Opinion Editor

April 30, 2018 | 5 min read

Three UK last week unveiled its new ad campaign underlining its data binges on Snapchat by uncaging a new mascot, the pug-butterfly mascot called the Puggerfly on the app. This was part of a “true partnership” with Snapchat said Katrina Ward-Smith, director of brand and communications at Three UK.


The Puggerfly spearheads Three UK's new campaign

Web users were driven to the augmented reality pet from the campaign’s work across all platforms, with Snapchat sitting at the epicentre of the creative. The mobile carrier leveraged the public’s love for Snapchat, in addition to its marketing toolbox, to hit home that users can binge unlimited data on apps like Snapchat, Netflix, Apple Music and Deezer.

Ward-Smith told The Drum that the company’s research found that young people spend more than two hours on their phone every day and 50% of that is on chat and social apps like Snapchat.

She said: “So, we’ve removed the barrier that holds people back from snapping freely and enabling them to be as expressive and creative as they wish on the platform, without worrying about their data allowance. So go streak, send double chin selfies, express yourself, get creative and scribble masterpiece after masterpiece.”

Using Snapchat as a marketing platform to highlight that Three UK users can consume as much Snap data as they can is all part of Ward-Smith’s belief in savvy brands “demonstrating their services in new, deeply integrated and innovative ways”.

The push to encourage further sharing from users, making them really lean on and rely upon their carrier is built into the brand’s DNA. Ward-Smith said: “Our customers use more than three and a half times more data on our network than any other.”

To this end, the company worked with Snapchat to deliver an augmented reality pet within the app that users may choose to spend a lot of their time with. The Puggerfly, like a real pet, or more accurately a Tamagotchi pet, has needs. Here are some of the ways this worked.

“This partnership with Snapchat, and the creation of the lovable Puggerfly, is expressive, fun and uninhibited.” Furthermore, Ward-Smith hopes that the Puggerfly will provide a fun experience for mobile users, whether they are on Three or not.

She said that Three embarked on a “true partnership” with Snapchat. “We didn’t want to work with a brand that just wanted us to put a logo on an outdoor ad. We’ve worked tirelessly with Snapchat to devise a truly integrated campaign from inside out, starting with Puggerfly and all the world firsts that we’ve created within the app.

“By zero-rating the data on Snapchat, Three customers can be as creative as they want, wherever, whenever and however they wish."


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