Leslie Ali Walker I Creative Director, Product Manager
I LIVE FOR ORIGINAL IDEAS AND HARD TO SOLVE PROBLEMS. I AM MORE INTERESTED IN NOT KNOWING THAN BEING THE SMARTEST PERSON IN THE ROOM.
3 Hutchinson
WCRS, London
–Executive Creative Director / Writer
Mobile Brand Launch Campaign
Nobody understood what 3G could do for them. So we stopped explaining and started demonstrating to the most receptive audience.
WCRS, London
–Executive Creative Director / Writer
Mobile Brand Launch Campaign
Nobody understood what 3G could do for them. So we stopped explaining and started demonstrating to the most receptive audience.
The insight was simple: cool stuff happens in Asia six months before it hits the UK. We built an entire futuristic Asian-influenced world around that truth — strange, beautiful, completely unlike anything on British TV. "Jellyfish." "Cherry." "Tuperzik." Ads that 18-24 year olds embraced immediately and everyone older didn't understand at all. Which was exactly the strategy.
3 Hutchinson was the first brand to pioneer a different kind of behavior, now giving people the ability to play, share, text, and listen to music on their phone. It became the most popular telecom brand in the UK among 18–24-year-old students and young professionals, selling 3-–4x more contracts and minutes over the next three years.
3 Hutchinson - TVC I "Cherry":60
3 Hutchinson - TVC I "Jellyfish":60
3 Hutchinson - TVC I "Tuperzik":60
The launch was supported by mobile branded content, mobile interstitials, TV, print, radio, OOH, POS and retail TV.
Here are a couple examples.
3 Hutchinson - TVC I "Panda":20 Retail
3 Hutchinson - TVC I "Eel":20 Retail