Three: Sorry (not sorry) for all the Holiday Spam
Principal author: Nick Exford, Wieden+Kennedy LondonContributing authors: Martin Beverley, adam&eveDDB; Paul Sturgeon, Mindshare; Matt Walters, Wieden+Kennedy London
Introduction
In 2014, Three Mobile, the 4thand smallest of the UK mobile networks, needed to give people a reason to choose them other than price in order to grow. This paper is about how 'apologising' for the creation of Three's most customer-centric value proposition fuelled a campaign with modern mobile and social behaviour at its heart. The campaign helped Three reach an all-time high with 10.4m customers and delivered...