Three Mobile: Dance, pony, dance

This case study describes a campaign by Three, the mobile network company in the UK, which utilised a creative, emotional strategy to engage consumers with the brand through a viral video and customisable content.

Three Mobile: Dance, pony, dance

BrainJuicer

Summary

This entry describes the relationship of strategy to mobile network Three's highly successful Pony campaign.

Strategy informs execution, but the relationship is not entirely linear. Execution – or in this case, evidence inspiring Three to demand bolder execution – can feed back into strategy.

Three wanted to break out of a cycle of network communications focused on indistinguishable deals and features. They were inspired by evidence from a research agency that emotional adverts are more effective and efficient than 'message' ads that seek to persuade. This knowledge gave Three "permission" to be more...

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