Today, Three UK has announced the launch of its new integrated marketing campaign – ‘Your Phone’s Seen A Lot This Year’. Never before have the nation’s phones played such a vital role in our lives to keep us connected. As UK’s Most Popular Network Provider*, Three offers a unique view of the world through the lens of our mobile phones throughout 2020.
Launching this weekend, this multi-channel campaign – spanning TV, digital and radio – is the first piece of work for Three from Wonderhood Studios, who came on board as Three’s new creative agency in September.
The film, directed by award-winning director, Simon Ratigan, shows 2020 through the eyes of our phones – from heart-felt kisses on video calls to working from home and virtual quizzes, all voiced by a choir that sings what unrelenting hard work it is to be a phone. In the end, the lead drops her trusty phone – time to get a great deal on a shiny new one from Three!
Aislinn O’Connor, Marketing Director at Three, said: “2020 has proved just how vital our phones have been – they have stuck with us throughout, and helped us stay connected to the people and things we love. Our new ad takes a light-hearted look at the journey our phones have been on this year, as we wanted to recognise the crucial role they have played.
“And because we know it’s so important to make the right choice when seeking a shiny new phone, we have a dedicated team available online for a one-on-one virtual personal shopper experience and to give expert advice throughout the Christmas period.”
Alex Best, Founder and COO of Wonderhood said: “This campaign marks the start of an exciting new direction for Three and a step towards the network coming of age. We want to put how everyone uses their phones every day front and centre, and celebrate these seemingly small connections in epic ways.”
Simon Ratigan, Director at HLA, said “This project was an opportunity to throw the visual rulebook out the window in order to capture life from the perspective of a mobile. It was also a chance to reinvent the world of mobile imagery and to do it in a way that was both beautiful and cinematic. With lightweight cameras, crazy angles, and a cast willing to disco dance one minute and bath in front of a film crew the next, we captured some amazing footage and had a lot of fun doing it”.
The campaign launches on radio and video on demand on Saturday (7 November), and will premiere the same day during the Chelsea vs Sheffield United Premier League Game, following the final whistle break at 7.30pm, followed by Three UK’s Instagram, Twitter and Facebook channels.
The personal shopper experience without leaving the sofa
The new campaign launches at a time where most people are staying at home and retail stores in England close for the second lockdown, Three has developed some new ways to help customers from the comfort of their own home. Three Store Now** connects customers with dedicated store advisors for a one-on-one virtual personal shopper experience. Going beyond the standard live chat service, it is a unique way of answering questions on the perfect device or mobile tariff, by sharing videos and photos live from the shop floor, tailored to the individual’s needs. The advisors can also check on a customer’s contract end date and help with upgrades. The service is available 9am-8pm Monday to Saturday and 9am-6pm on Sunday. For more information visit www.three.co.uk/three-store-now
‘Your Phone’s Seen A Lot This Year’ was created by Wonderhood Studios, London, supported by media planning from Zenith Media.
Source: Three UK