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...