Three: The island

Three, a telco brand, launched its campaign The Connected Island to bring innovative networking and technology to the isolated Irish island of Arranmore and reverse over 150 years of emigration.

Objectives

Our objectives evolved over time. What began as B2B became a national awareness campaign which grew as its emotive power became increasingly apparent.

  1. Grow brand health +1

    2. Brand health growth directly impacts Three's profits: the relationship between monthly health and monthly sales suggests a +1 in health growth delivers up to 1,000 incremental sales. (Fig 1)

  2. Growth in new business leads +10%

    3. Growth of new leads shows how new customers were placing Three Business into their consideration set.

  3. Grow Three's market share by 0.3% quarter on quarter

    4. 0.3% doesn't sound like much, but for a company the size and...

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