WCRS
Credit: ECD / CW
Brief: Tell a tech-savvy target with a short attention span - 18-24 year-olds- how 3’s Asian-led innovation could make life better.
Solve: Instead of telling them that this new kind of content could now entertain them on their mobiles, we just went out and made some - to do just that.
3 Mobile's new 3G capability (new to the UK market back then) - 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 six months before it hits the UK.' And proceeded to create an entire futuristic Asian-influenced world to celebrate the values and virtues of this new mobile technology.
Here are some of the ads.
Here are some of the ads.
"Jellyfish" :60
"Cherry" :60
The campaign enabled us to explain how 3 now enabled this target the ability 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.
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 telcom brand in the UK among 18-24 year-old young professionals and students, selling 3 to 4 times as many contracts and minutes over the next three years to a band new generation.
"Tuperzik" :60
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