Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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Sorry for the #holidayspam
As the smallest player in market, Three needed to steal their competitors' customers in a category beset with inertia and apathy in order to grow. To stand out, we'd show we best understand how customers use their phones, including their biggest pain-points. We created a market-first offer that allowed customers to roam abroad at no extra cost. It created an avalanche of holiday spam. We "apologised" for the best thing we'd ever done. The campaign helped Three grow to an all-time high with 10.4m customers and 13.3% market share.
Brand:
Three
Client:
Hutchison 3G UK Ltd
Agency:
Wieden+Kennedy
Language:
English
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