Three’s new campaign proves romance isn’t dead, it just needs the right gif
The new innovative digital and social ads, play on the habits of consumers when it comes to mobiles and romance.
11 February 2018: As Valentine’s Day approaches, Three UK launches its latest campaign dedicated to the ones we love the most – our phones.
After taking on the cynics in October with its market-disrupting #PhonesAreGood campaign, Three continues to flirt with the debate, embedded in true-to-life phone culture and championing the positive impact mobiles have had on our romantic lives. Voted one of the best campaigns in 2018*, #PhonesAreGood explored how real people use their phones every day, from ordering food on your commute home to shopping whilst on the loo.
For its next phase, Three is using insight on how imperative phones are in another area of daily life – relationships. From mates to dates, there is no doubt that in 2019 mobile phones affect the way we make and break relationships. With the rest of the world clamouring for people to put down their phones Three is championing love not hate when it comes to mobiles.
Shadi Halliwell, Chief Marketing Officer at Three, said: “At a time when the world keeps telling us to put our phones down, our customers continue to use them three and a half times more than with other providers**. And no matter how ‘complicated’ your status might be, right now is the perfect time to hook up, break up and do everything in between. After all, if it weren’t for mobiles how would you find love or know your ex is still miserable with one swipe? When it comes to romance and relationships, Phones Are Good – particularly when it’s on the Best Network For Data**.”
The new #PhonesAreGood campaign launches today with a TVC, created by Wieden+Kennedy London, which will air on ITV1 during Coronation Street (at approx. 8:45pm). It will see the return of the much-loved TV adverts from October, featuring iconic historical figures – such as Henry VIII on Tinder! – making the most of mobile technology as they look for love. The campaign will also run on Three’s Twitter channel – @ThreeUK, as well as across Instagram, Facebook, YouTube, digital, TV, cinema and OOH.
Alongside this, fresh new digital and social ads that play on the habits of its consumers when it comes to mobiles and romance will roll out across the UK. Exciting new technology will scan online conversations and reactions to Valentine’s Day, using it to show relevant content based on the sentiment.
Building on this, the media planning from Mindshare looks to not only tap into what people are saying about romance, but where they are using their mobiles including gyms, the tube and even toilets (admit it, we all scroll there!) – providing contextually relevant ads for each location.
To support the campaign Three will roll-out a romance inspired takeover across its retail stores from today. The flagship location on Oxford Street will see a floral installation of thousands of roses to help fuel the flirting in the run up to the most romantic day of the year, while 45 stores across the country will feature enhanced window theatre in the shape of digital eyes that use innovative projection technology to follow customers as they pass – looking for love anyone?