Three, the mobile operator, launched a sustained digital out-of-home presence across the UK this summer. The manifesto-style campaign kicked off in July and aimed to position the brand as a network “built for the internet”
Created by Wieden & Kennedy, the campaign used multiple creative treatments to highlight the networks internet capabilities. From “Skyping the grandkids”, or “pinning the latest footwear”, to “mapping more 10kers,” the campaign references some of the most popular social media and content sharing sites today.
Specific Google Map references for “Alfresco Pints” and Twitter handles for #leisuredives help to emphasise their position as the network built for streaming and sharing content. In another execution we are told to ‘draw more’ in a play on the mobile app sensation Draw Something, a classic Pictionary style game and overnight hit where a staggering billion drawings are shared each week.
The digital outdoor activity was coordinated by Grand Visual and consisted of 10 separate executions that ran across 27 different formats including roadside, rail, large format, mall, as well as destination media at bars, football stadiums, offices and cinema foyers.
The campaign broke in July and ran until mid-September and was supported with print and online. Digital outdoor media planning and buying was handled by Mindshare and Kinetic.