Credit: ECD /CW
Brief: Tell a target with a short attention span - 18-24 year-olds- how 3G could make life better*.
* Way back before we were all glued to our phones...
Solve: Instead of telling them that content could now capture their imaginations and entertain them on their mobiles, we just went out and made some of it.
3 Mobile's new 3G capability (back then, new to the UK market) - gave people the ability to share and enjoy music and games on their mobile for the very first time. But no one was getting how that could make a difference in their lives.
So we worked off one great consumer-led nugget discovered early on - 'Cool stuff happens in Asia 6 months before it hits the UK.' And created an entire futuristic Asian-influenced world to celebrate the values and virtues of this new mobile technology. This enabled us to explain how 3 was all about 3G - enabling this target the chance to play, share, text and listen to music in a way their parents weren't able to appreciate.
The advertising was embraced enthusiastically by people under 25, and not understood by anybody older. Which served our opinion-leader strategy. As a result, 3 Hutchinson became the most popular telco brand in the UK among 18-24 year-old young professionals and students, selling more contracts and minutes over the next three years to a band new generation.
Here are some of the ads.
The brand campaign was supported by print, radio, OOH, POS and retail TV. Here are a couple examples of :2o executions developed to sell specific product and service features.
"Panda" :20 / Retail
"Eel" :20 / Retail