Three – Driving fame & excitement around 5G in a cluttered market
Three x Central St Martins: The 5G Mixed Reality Catwalk
Business Challenge: Demonstrate that Three is leading the 5G race.
1. Bring the possibilities of Three’s 5G to life in a real world situation that will resonate with the everyday consumer
2. Exceed all the noise secured by Vodafone’s hologram stunt and EE’s Canary Wharf launch whilst also taking the brand ‘out of category’ into top tier consumer lifestyle press
Strategy: Visually showcase the power of 5G using the collision of mixed reality utilising a familiar and mainstream industry such as fashion to demonstrate its potential in a real life situation.
Solution: Coupled with the latest tech and Internet of Things (IOT) innovation driven by 5G, we created a world first, and a newsworthy, culturally relevant tech story. Only made possible with the speed and power of Three’s 5G, the front row were treated to a dramatic display of interactive, 3D animations including lightning bolts, tiger heads and laughing skulls – all inspirations from the mind of young designer Gerrit Jacob’s collection – and appearing in real-time as the models walked up and down the catwalk through Magic Leap headsets.
Results: 161 pieces of coverage, 700 people experienced the mixed reality catwalk, 20.4 million social impressions, Average engagement rate of 3%, 2 billion editorial reach, 4.5 million social reach and 6.9 million influencer reach
Business Impact: 70% share of voice vs competitors (who all went out with 5G news) in week of activity