Three: #holidayspam

Nick Exford, Martin Beverley and Samantha Codrington

This case study shows how Three, a British telecommunications company, increased its brand awareness and grew its sales using a viral campaign strategy.

Three: #holidayspam

Nick Exford, Martin Beverley and Samantha Codrington

Campaign details

Client: Hutchison TelecomAgency: Wieden and KennedyBrand: Three

Summary

This is a story about how planning influenced the creation of a powerful new business proposition, an insightful campaign idea, and an innovative media approach.

In the mobile network market, where everyone is seen as the same and as bad as each other, Three needed an innovative point of difference if it was to achieve its goals: reducing churn and acquiring new customers.

We went upstream into the business to create a powerful proposition:

Three would...

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