Three UK has teamed up with Hollywood icon Dame Joan Collins, calling for mobile customers to ‘ditch and switch’ their phone network, in a playful social media campaign launched on Three’s Instagram (@threeuk), Twitter (@ThreeUK) and Facebook feeds.
The social content marks an industry-wide change, whereby from this week mobile customers can switch networks by simply sending a free text message and move networks as quickly as one working day. The campaign sees the famously entertaining and devastatingly witty actress, who is famed for not settling for second best, drawing on her dating experience to encourage viewers to take control and not stay in an unsatisfactory relationship.
The Golden Globe star is seen living the high life on-board a yacht in sunny St Tropez, with playful nods towards the benefits of choosing ‘the one’, before she turns to the camera to say: “I’ve never settled for anyone or anything which didn’t float my boat… It’s now easier than ever to switch. So darling if they’re not satisfying you, then just… ghost them. So, take control – ditch and switch to Three.”
Dame Joan Collins said: “Having been married a few times, I can tell you now that staying with someone just to be in a relationship won’t make you happy. It took me a long time to find ‘the one’ because I was never ever going to settle for second best. The relationship you have with your mobile network shouldn’t be any different – when you start to feel unloved, dissatisfied and you can’t see past those niggles, it’s time to move on, darling.”
Shadi Halliwell, Chief Marketing Officer at Three, said: “We could all do with being a little more ‘Joan’ and not settling for anything less. And now is the time to take action – it’s never been easier to switch networks. “Our network has always been built for data and now we’re building the UK’s fastest 5G network. Our customers use more than 3.5 times more data than the industry average and that’s only going to increase. With the launch of 5G on the horizon and two awards in our cabinet – Best Network for Data and Best Network for Roaming – Three is the obvious choice!”
From July 2, mobile customers can get the code they need to switch networks by simply sending a free text message – rather than having to call their current provider – and can switch mobile networks in just one working day.
To celebrate this, Three is offering new and upgrading customers six months half price line rental, on its Unlimited tariff (24 month Advanced Plan). This offer is available now until 22nd August, on a range of handsets, Home, Tablet and SIM only plans.
For example, a 24-month SIM-only Advanced Plan with unlimited data, calls and texts will be £11 per month for the first six months (£22 per month thereafter), with a total saving of £66.
Three’s award-winning network means that its customers enjoy unlimited data, and binge on Snapchat, TV and music streaming at no extra cost on the Best Network for Data, as well as roam in 71 worldwide destinations at no extra cost and get free travel upgrades on any easyJet UK outbound flight, on the Best Network for Roaming.
For those who don’t fancy a contract, Three customers earn points to save on subscriptions and accessories with Pay As You Go Rewards. At the same time, Three is currently building the UK’s fastest 5G network and investing £2bn in network improvements, as it prepares to launch 5G in August 2019 with a 5G home broadband service in London, followed by mobile and home broadband in 25 towns and cities across the UK before the end of the year. Three boasts more than 10 million customers who use over 3.5 times more mobile data than the industry average.
The ‘Ditch and Switch’ social campaign was created by Three UK, working with Gravity Road, directed by Chris Faith, produced by Kate Pirouet, with media planning from Mindshare and PR support from PrettyGreen.
Source: Gravity Road