1 eureka moment, 2 famous ads, 3 reaps the rewards: How behavioural science helped 3 mobile build a famous brand

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

1 eureka moment, 2 famous ads, 3 reaps the rewards: How behavioural science helped 3 mobile build a famous brand

John Kearon and Tom Malleschitz

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Introduction

Case studies are the life blood of market research. We need success stories to inspire and galvanise us to do our best work. But too often we fall into the trap of presenting a neat, simplified and unmitigated success story, where everything went well and the results were stellar. In this paper, we're going to try our utmost to share the warts, beauty spots and...

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