Loading
Get our free monthly newsletter
The latest news, case studies, events & opportunities across the creative industries.
Thank you! You are now subscribed to our newsletter.
Oops! Something went wrong while submitting the form.

By clicking the Join Now button, you agree to our Terms of Service and Privacy Policy.

Cookies Preferences
Close Cookie Preference Manager
Cookie Settings
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts. More info
Strictly Necessary (Always Active)
Cookies required to enable basic website functionality.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Advertising

Advertising Case: Three

updated
February 22, 2021
Published on:
March 28, 2017
January 5, 2021

advertising case: three

To grow its business,Three Mobile, which was at the time the smallest of the UK’s four main mobile networks, needed to give people a reason other than price to choose it.

Three decided to differentiate itself by addressing consumer anger about the data roaming charges typically imposed on mobile customers when they used their phones abroad.

The network abolished roaming charges and launched communications featuring tongue in cheek ‘apologies’ for the increase in ‘bragging’ photos sent or posted by Three users from abroad.

Research showed the campaign led to Three being viewed as more appealing and customer-friendly, with its roaming policy identified as a reason for users to stay with the company.

At the end of 2014, Three reached an all-time high with 10.4m UK customers and 13.3 per cent market share. According to econometric analysis, the campaign delivered a net profit return conservatively estimated at £1.46 for every £1 invested.

Case details below:

Award: Silver

Company: CK Hutchison Holdings

Brand: Three

Sector: Telecoms

Agencies: Wieden + Kennedy, adam&eveDDB, Mindshare

Country of origin: UK

Link to full case study

IPA

Get our free monthly newsletter

The latest news, case studies, events & opportunities across the Creative Industries sector.

Thank you! You are now subscribed to our newsletter.
Oops! Something went wrong while submitting the form.

By clicking the Join Now button, you agree to our Terms of Service and Privacy Policy.