Three: Holiday spam

Martin Beverley, Nick Exford and Alex Blacklock

Campaign details

Brand owner: Hutchinson 3G
Lead agency: Wieden+Kennedy
Brand: Three
Country: United Kingdom
Industry: Call services and accessories, Fixed line providers, General service providers, Internet service providers, Mobile and cell handsets, Mobile providers
Channels used: Cinema, Earned media, buzz, Events and experiential, Games and competitions, Internet - display, Internet - microsites, Magazines - business, trade, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media, Television
Media budget: 3 - 5 million

Executive summary

This case study describes how British mobile network Three exploited the idea of social-media envy to publicize their free roaming.