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Three UK
Helping Peter Pan come of age: Three and the effectiveness of grown-up marketing

RAN IN: United Kingdom

CLIENT
Three UK


AGENCY
Wonderhood Studios *Lead Agency

JOSEPH HARRIS, Strategy Director
jack Colchester, Director of Data
Nick Exford, Head of Strategy
Jessica Lovell, Chief Strategy Officer
Charlie Poole, Account Director
Rob Jennings, Senior Strategist
Sam Brown, Head of Account Management


Sophometrics



Zenith Media

Richard Clay, Chief Strategy Officer
Harriette Cassie, Client Partner
Rob Finch, Strategy Director
Libby Sanderson, Business Director


SUMMARY

This is a ‘Coming of age’ story for Peter Pan brand, Three. After 18 years, Three found itself in a crowded, commoditised market. Since launching, the youthful challenger flouted established marketing convention - pursuing everything ‘youth’ at the expense of targeting broader, richer audiences. Time for grown-up tactics - aiming for the heart of the market to drive mass appeal without losing the magic which helped them stand out: an understanding of how people really connect. Nobody ever wanted Peter to grow old.

CASE VIDEO


Medium Featured On Video: Cinema,Digital Mktg. – Mobile,OOH – Billboards,OOH – Other Outdoor,Print – Custom Publication,Print - Magazine,Print - Newspaper,Sponsorships – Entertainment,Sponsorships – Sports,TV

Language: English