Ad of the Day: Three ‘comes of age’ with ad celebrating life’s moments
Three UK has launched a campaign to tell its customers it is ‘coming of age’ after launching nearly two decades ago.
The Three ad gives a phone’s-eye view of everyday moments
At the heart of the marketing push is a campaign called ‘Life Needs a Big Network’, which was developed with Wonderhood Studios.
It looks to articulate how Three is placed to help customers with the big and seemingly small moments in life now that its network reaches 99% of the UK population.
Directed by Independent Films’s Gary Freedman, it gives a phone’s-eye view of everyday moments. Starting high up, viewers are whisked on an observational tour. As the voice-over ponders the potential of technology, the film focuses in on these moments, eventually landing on its final destination – two nans chuckling away at silly filters.
“At Three, we’re investing millions in our network enabling us to support our 9.3 million customers day in, day out,” says Aislinn O’Connor, marketing director Three UK.
“We know that network performance is the most important thing for our customers and this will be reflected much more prominently in our marketing as we show how we can enhance their lives by connecting them for the moments that really matter. Our new brand platform embodies the strength of our network and how we can provide better connectivity every day for every customer.”
This new positioning is being brought to life through an integrated campaign with executions across TV, PR and social, OOH and in-store.
The OOH, social and in-store communication features photography by Laura McCluskey, capturing unguarded everyday moments seen through the ‘eyes’ of our phones.
The media approach, developed with Zenith, also marks a change in direction for Three UK as it aims for more visibility in the market, with renewed investment to support a new brand strategy.
The campaign launches today, with key TV spots in the Uefa Euro 2020 matches, and high-impact OOH spots going live at Cromination, Birmingham Moor Street and Manchester Piccadilly Station.
