Three UK launches new campaign encouraging customers to ‘Live Your Best Phone Life’
Today, Three UK has announced the launch of its new fully integrated brand campaign, ‘Live Your Best Phone Life’, which demonstrates how Three’s network strength enables Britons’ increasing relationship with their phones.
Recent research reveals that we spend on average a third of our waking hours on our phones*. We’re using them to do more things than ever before and the lives we live through our phones have never been more important – they’re our wallets, our doctors, our financial advisors and our personal trainers. If we’re spending that much time on our phones, Three helps to do it in the best way possible with the UK’s Fastest 5G Network**.
Created by Wonderhood Studios, the multi-channel campaign – spanning TV, VOD, cinema, radio, OOH, social and retail – is the next iteration under Three UK’s Life Needs a Big Network brand platform which launched in 2021. The campaign launches with a 60-second TV advert on Friday 21 July, directed by Somesuch director Raine Allen-Miller.
The advert follows a grandma named Carol living her best phone life, continually coo-ing and ‘awww’-ing at her phone. Whether Carol is with her friends at a restaurant or having to take her husband Trevor to hospital, she’s more interested in whatever’s on her screen. Set to the soundtrack of ‘Dilemma’ by Nelly and Kelly Rowland, the film ends on Carol picking up her phone with her signature ‘awww’, as viewers discover she’s been ‘awwww’ing at pictures of her beloved granddaughter all along.
‘Live your best phone life’ can mean something different to everyone. For some, it might be cooing over photos of your grandchildren, for some, it may be streaming your favourite football team, for others, it might be listening to that favourite nostalgic tune on loop. The supporting OOH, shot by Kell Mitchell, spotlights some of these relatable everyday moments of connection by focusing on the feeling and emotion that comes with ‘living your best phone life’, which is also brought to life in the radio and social assets.
Aislinn O’Connor, Director of Marketing at Three UK said: “A key part of the evolution of our ‘Life Needs a Big Network’ campaign is showcasing how we at Three understand our customers and their needs. Providing connectivity for 10.3 million customers and growing, we know just how important our network is in facilitating life’s moments, no matter how big or small. So with the UK’s Fastest 5G network, our customers are able to live their best phone lives with ease.”
Creative Directors Jack Croft and Stacey Bird, added: “We loved working with Raine to bring Carol’s Best Phone Life to life, especially to the sound of one of our favourite early 2000s bangers. We hope the campaign reminds people why using the UK’s Fastest 5G Network to do all the things they love is important, but also gets Nelly and Kelly back in the charts.”
The campaign launches on TV during some of the biggest shows, such as Riches on ITV1, Love Island on ITV2, Celeb Gogglebox on Channel 4, and Yellowstone on Channel on Friday 21st July, with radio and cinema premiering the same day, and the OOH campaign launching on the 24th. To align with our TV advert, from July 21st, we’ll launch 10 and 6 second TV cutdowns across Snapchat, Facebook, Instagram, Twitter, Tiktok, Reddit. Then from 4th of August, we will launch our content creator campaign, where we will be following the #VanLife community – who are digital nomads living their best phone life, fuelled by 5G and a sense of adventure.
