CLIENT
Three Ireland
Aislinn O'Connor, Director of Marketing UK&I
Eilis Fitzgerald, Head of Marketing Communications
AnnMarie O'Brien, Marketing Manager
AGENCY
David Kirkpatrick, Digital & Strategy Director
Andy Pierce, Group Strategy Director
Fiona O'Sullivan, Client Partner
Nuala Long, Client Director
Susan Kelly, Strategy Director
Jessica King, Business Director
Keith McGarry, Search Client Director
Ali Donnelly, Digital Client Director
Kim Irwin, Client Manager
Francois Vieu, Digital Client Manager
Shane Foley, Paid Social Client Director
Dave Mulligan, Head of Programmatic
Tanya Moran, Trading Client Director
Jamie Fulham, Client Manager
Una Boylan, Client Manager
Iveta Ivanova, Senior Digital Client Manager
Kris Clarkin, Creative Director
Sarah Sherry, Business Director
Jack Murphy, Senior Planner
Aoife Murphy, Executive Strategy Director
Patrick Meade, CEO + Founder
Rory Hamilton, Chief Creative Officer + Founder
Sarah Chadwick, Senior Producer
Chloe Hanratty, Senior Planner
Jake O'Driscoll, Senior Art Director
Karleen Smyth, Senior Experiential Director
Barry Smith, Head of Design
Simon Ross, Finished Art
Patrick Horan, Senior Visual & Motion Designer
Avril Delaney, Senior Copywriter
Andrea Dalton-Doran, Account Manager
Orla Kennedy, Account Manager
Jelena Stancevic, Account Manager
Udi Ovadia, Senior Art Director
Red C Ireland
Jimmy Larsen, Director
Sarah Chapman, Research Project Manager
Eoin O'Donoghue, Research Executive
SUMMARY
Three acquired O2 in 2015 with the ambition of challenging Vodafone.
But by 2018, outspent 2 to 1, we’d made little progress.
Vodafone’s high value bill pay customers wanted strong network and data credentials. For them only Vodafone delivered.
Yet, our own customers rated us higher than Vodafone. Eureka! our network had to be experienced to be believed.
We reshaped our entire marketing approach to give emotional proof of our network’s strength.
Bill Pay acquisition doubled, and our market share hit an all-time high of 36.7%, just 0.8% behind Vodafone.