Three launches ‘Fastest Growing Network’ integrated campaign
London, 21st October 2011: A TV commercial, created by Wieden + Kennedy, is the first phase of the campaign. The campaign highlights the fact that Three is the fastest-growing mobile network in the UK in terms of new customers. It also communicates that Three offers all-you-can eat data on a great range of smartphones from just £18 a month: with ‘all the internet you’ll ever need’.
The campaign, created by Toby Allen and Jim Hilson and creatively directed by Tony Davidson and Kim Papworth, includes two TV commercials, ‘Drops’ and ‘Explosions’ and will be supported by press, print, digital, radio and out of home in the run-up to Christmas. ‘Drops’ breaks on ITV, on 22nd October and will also air during the Rugby World Cup Final.
This is the first work the agency has produced for the mobile operator since its appointment in January 2011. It is a pre-cursor to a large integrated campaign scheduled to break in 2012 that will communicate Three’s brand story and continue its push in the UK market.
Thomas Malleschitz, marketing director at Three UK said: “Our upgraded network and the promise of all-you-can-eat data have made Three the UK’s fastest growing network. We’ve hand-picked the best range of smartphones so they now make up 98% of our sales, the campaign brings to life how people are joining Three to make the most of them.”
Toby Allen and Jim Hilson, creatives at Wieden + Kennedy said: “We’ve really enjoyed establishing a new tone of voice for Three. We think this will set it apart from other mobile operators and technology brands.”
Notes to Editors
|Name||Three Consumer PR Team|
|Phone||020 7234 9150|
Three is a communications company. We are focused on challenging the industry to make mobile better for everyone.
We want to give customers a quality mobile experience and address the industry issues that frustrate them.
We were the first UK network to introduce all-you-can-eat data and offer 4G at no extra cost. We let customers roam abroad with their domestic bundle for no extra charge and do not charge for calling 0800 numbers.
We continue to look at ways of improving the experience we offer our customers.
Three carries over 45% of the UK’s mobile data. Our 3G network covers 98% of the UK population.
We launched 4G in 2014 and plan to have 50 cities and 200 towns covered by 4G by December 2014. By the end of 2015 98% of the population will be able to access 4G through a combination of new sites and deploying new spectrum.
Three is a member of the HWL group of companies, with investments in mobile operations in Australia, Austria, Denmark, Hong Kong, Indonesia, Ireland, Italy, Macau, Sri Lanka, Sweden and Vietnam.
Three employs over 4,400 people across its offices in Maidenhead, Glasgow and Reading and its 345 retail stores.
For more information visit www.three.co.uk.