PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary ​

London, United Kingdom
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Three - Raising awareness of Three 5G Home Broadband

by Lucy Mart

Business Challenge: The launch of 5G Home Broadband in London was Three’s first 5G product, however, its mobile-loving audience were disengaged with the broadband category and unsure of 5G’s benefits. Gaming is one such tangible example of 5G – it’s faster, more reliable and immersive. Cue an Activision partnership and a challenge to us to use its 5G technology in a way that is credible and exciting to gaming and gamers – a core passion for Three’s target audience.

Objectives:
1. Create awareness, engagement and consideration for Three’s newly launched 5G Home Broadband 2. Demonstrate how 5G can make a difference to gaming, specifically Call of Duty, so people can understand how revolutionary and exciting the technology really is.

Strategy:
Use gaming as a Home Entertainment use case, to demystify the technology and demonstrate 5G’s real world application to consumers.

Solution:
We created a hyper immersive Call of Duty 5G experience at Three’s London flagship store. Showcasing how 5G will revolutionise home entertainment the iconic title reacted in real-time to user’s gameplay through a unique, multi-sensory experience, really placing the player at the centre of the action. To drive attendance and ensure it was a sell out success, we worked with Call of Duty fan and Liverpool footballer, Alex Oxlade Chamberlain to preview the experience – utilising his social media channels and his girlfriend’s Perrie Edwards to generate national mainstream coverage. Gaming influencers also experienced it, to share on their own channels and drive further footfall.

Results: 6 national pieces of coverage including Daily Mirror, Daily Star & Daily Express, 18 consumer and lifestyle pieces including GQ, Female First and MSN, Extended the public event from 3 to 6 days due to sell out success

Time Out partnership generating over 65K page views

Over 1million reach from influencers experiencing the event

The campaign drove 14,917 views & 2,256 clicks across Facebook and Twitter

Media event with a total of x15 media attendees

OTS of 860M and AVE of £626,224

100% of articles included Three’s 5G messaging

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Three Mobile