Three: The One Plan

Targetbase Claydon Heeley

THE TEAM

Chris Martin,Tim Lines, Ben Skelsey, Kate Armishaw, Richie Florey, Rebecca Newton, Tracey Bowden.

Other contributor:

Mindshare - Media.

WHAT IS WONDERFUL ABOUT THIS WORK?

We cemented the perception that the latest smartphones can only reach their full potential with all-you-can-eat data - only available on The One Plan from Three. We graphically conveyed the constraints limited data plans place on your smartphone. Across the whole campaign, One Plan contract sales grew by 51% compared to the two months prior, and One Plan SIM-only sales were up 37%. Inbound calls to the sales centre increased by 20%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

Despite building the UK's largest 3G network, Three's main problem was low consideration, with consumers naturally going to the Big Four (Vodafone, O2, Orange and T Mobile). But the other networks all decided to dramatically cut back on their mobile internet data allowances, much to the annoyance of their customers. So Three bucked the trend by lifting all data restrictions on their market-leading ‘One Plan’ tariff and called it ‘all-you-can-eat data,’ to distance themselves from the term ‘unlimited data’ (which were in fact restricted by fair usage limits-another customer beef). We believed the opportunity was to make The One Plan more than just a tariff. The opportunity was to cement the perception that the latest smartphones can only reach their full potential on The One Plan. Three's superior network coverage and lack of data restrictions could honestly offer a much better smartphone experience.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?