Three, Ireland’s largest high speed network, this week unleashed a creative new advertising campaign encouraging O2 and Vodafone customers to switch to Three. The ads, which at first glance read “O2 eat kittens” and “Vodafone kick pigeons”, highlight the benefits to be gained by switching to Three, including ‘All You Can Eat’ data and 350 Flex-units for just €20.33.
The new 6-week-long advertising campaign which went Live in press and across multiple digital platforms this week, including some very innovative home page takeovers and disruptive digital formats as well as standard direct response banners, will roll out in a number of outdoor spaces from next Monday. Outdoor placements will consist of targeted sequential 6 sheets and metro panels.
The latest adverts which fit in with Three’s ‘challenger’ brand ethos, is the first creative campaign to come from the mobile network’s new creative force ‘Boys and Girls’. Dublin based agency Boys and Girls took over from McCann Erickson earlier this year.
Elaine Carey, Chief Commercial Officer at Three, said: “We wanted our latest ad campaign to stop people in their tracks, engage them and make them question whether or not they are getting the best value from their current mobile operator. We wanted to highlight that by switching to Three they can get more value all round. Three is the only mobile operator offering ‘All You Can Eat’ data allowing the customer unlimited internet usage. There’s no obligation to sign up or enter into a year long contract. Customers can simply switch to Three and enjoy the instantaneous benefits of ‘AYCE’ data and 350 Flexi-units for just €20.33 per month.”
Speaking on Three’s latest advertising campaign, Pat Stephenson from ad agency Boys and Girls, said: “From our perspective coming to the brand with a fresh pair of eyes the thing that hit us immediately was what incredible value Three’s plans offered. Not subjectively. Not hidden or protected by Terms and conditions. Three’s plans offer cold, hard value compared to any of their competitors.
“What we wanted to do therefore was to create advertising that created enough interest to ensure people take a proper look at Three knowing that the value that they offer then speaks for itself.”
The total media investment by Three for this campaign is in excess of €1.2million.
Six sheets of the eye catching adverts can be seen nationwide including in key city centre locations such as Grafton Street, Camden Street, Baggot Street and Henry Street.