3, Ireland’s fastest growing mobile network, is set to launch a heavyweight marketing campaign next week with the launch of its new brand campaign ‘Do things you never thought possible. 3 your mind’. The campaign, which was created with the Irish consumer in mind, is the result of extensive research into the Irish telecommunications market.

The new campaign, which rolls out over the next six weeks, ties in with3’s ethos of challenging the norms of the old networks, by offering consumers unique products and propositions with clear benefits that other networks don’t provide.

The integrated campaign will see an investment of €2.5million including creative, media, digital, in-store, public relations and experiential support.

The TV commercial was created by McCann Erickson, with H2 films responsible for production, and Windmill Lane engaged on post production. The adverts will be aired across a media package negotiated by Mindshare, including RTE, TV3, 3e, MTV, Sky 1, Sky News, Sky Sports, E! entertainment, E4, Setanta and Living, and a heavyweight PR and experiential campaign developed by MCsquared.

Initial outdoor teaser sites will begin to appear this week on selected 48 sheet sites, 96 sheet sites and metropoles, with TV kicking off on Monday 19th April.

Elaine Carey, Sales & Marketing Director, 3, said “This new creative idea is based on a solid strategic review of Irish consumers’ perspective on our brand. We’ve had strong campaigns in the past, which have delivered for us, but we needed a single idea to unite our propositions. We have excellent products and want to communicate the benefits in an extremely clear and cohesive way. Unlike some of our key competitors, we control our marketing decisions and investment levels in Ireland and this gives us a major competitive advantage, when so many global companies/multinationals are reducing their marketing investment levels in Ireland.”

For more information on 3, see three.ie