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The Drum

Phones are good for your love life argues Three UK, ahead of Valentine's Day

Three UK has marked Valentine's Day with social videos showing how #PhonesAreGood for users' love lives.

The carrier has embarked on an ode to the mobile with creative from Wieden+Kennedy London. The work is recut from Three's Phones Are Good positioning, defending the role of phones in modern life. The original work showed the infamous Henry VIII swiping through Tinder.

The current cut goes on to posit that Tinder is a better alternative than "chatting up" a stranger on the tube. It will run in OOH, digital and social.

Shadi Halliwell, chief marketing officer at Three, said: “At a time when the world keeps telling us to put our phones down, our customers continue to use them three and a half times more than with other providers. And no matter how ‘complicated’ your status might be, right now is the perfect time to hook up, break up and do everything in between.

"After all, if it weren’t for mobiles how would you find love or know your ex is still miserable with one swipe? When it comes to romance and relationships, Phones Are Good — particularly when it’s on the Best Network For Data.”

To support the campaign, Three's Oxford Street flagship will be embedded with thousands of roses, 45 stores will be fitted with more modest themed-window features that see digital eyes look directly at passing customers.

Three boasts 10 million UK customers and claims to cover 99% of the UK population. tying into its brand proposition, it says that its customers use 3.5 times more mobile data than average UK users.