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Creative Brand Strategy Social Media

Three’s ‘Football needs a big network’ campaign draws on the energy of fans


By Chris Sutcliffe, Senior reporter

October 1, 2021 | 4 min read

Mobile phone company Three is drawing a comparison between football fandom and mobile networks with its latest advertising campaign. The series of ads, aimed at football fans specifically, iterates on Three’s ‘Life needs a big network’ slogan to appeal to fans of the sport and draws a parallel between the reactions of fans during a live match and how we communicate using our phones.

Three football

The ‘Football needs a big network’ ad goes live this evening on Sky Sports Football

Aislinn O’Connor, marketing director at Three, commented: “Football has been an important part of people’s lives for generations, no matter what team you support. With our network fans can immerse themselves in matchday excitement from the moment they wake up as we keep them connected to every single moment that matters, big or small.”

The video spot uses footage submitted by fans using the platform after a call-out from Chelsea FC player Christian Pulisic. The footage was then edited into the recognizable form of the previous campaigns from Three’s creative studio Wonderhood Studios in association with the production company Outside.

Aidan McClure, chief creative officer at Wonderhood Studios, said: “Our connection to football through phones is stronger than ever. We wanted to capture this in a way that is authentic yet ownable for Three.”

Wonderhood Studios has been working with Three since September 2020, and during that time has made much of the unusual circumstances of the pandemic, with its ‘Your phone’s seen a lot this year’ campaign and its more recent ‘Life needs a big network’ series of multimedia ads.

This latest 30-second video spot, which seeks to capture the energy as the pandemic restrictions are lifted, will go tonight on Sky Sports Football at 8:30pm. Following that it will be reaired on sports-related channels and programs including Sky Sports, BT Sports, ITV, Channel 4 and Soccer Saturday during international and premiership league fixtures for the next six weeks.

Fittingly given that the ad aims to demonstrate how integral mobiles are to the modern fan experience, it will then be extended on digital, social and VOD platforms to ensure that as wide as possible an audience can see the ad.

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