Sorry (not sorry) for all the holiday spam

IPA Effectiveness Awards Case Study 2016


To grow its business,Three Mobile, which was at the time the smallest of the UK’s four main mobile networks, needed to give people a reason other than price to choose it. Three decided to differentiate itself by addressing consumer anger about the data roaming charges typically imposed on mobile customers when they used their phones abroad. The network abolished roaming charges and launched communications featuring tongue in cheek ‘apologies’ for the increase in ‘bragging’ photos sent or posted by Three users from abroad. Research showed the campaign led to Three being viewed as more appealing and customer-friendly, with its roaming policy identified as a reason for users to stay with the company. At the end of 2014, Three reached an all-time high with 10.4m UK customers and 13.3 per cent market share. According to econometric analysis, the campaign delivered a net profit return conservatively estimated at £1.46 for every £1 invested.

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“‘Holiday Spam’ continues to set the bar for the propositions we create, the level of insight we look for, and the quality of creativity we expect.”

Lianne Norry, Director of Brand and Communications
CK Hutchison Holdings

Winners 2016

Silver Winner

Title

Sorry (not sorry) for all the holiday spam

Brand

Three

Client

CK Hutchison Holdings

Agency

Wieden+Kennedy London

Principal Authors

  • Nick Exford - Wieden+Kennedy London

Contributing Authors

  • Martin Beverley - adam&eveDDB
  • Paul Sturgeon - Mindshare
  • Matt Walters - Wieden+Kennedy London

Credited Companies

  • Wieden+Kennedy London - Creative Agency
  • Mindshare - Media

A radical way of positioning a benefit, in a radically culturally relevant way with radical creative provides great learnings for numerous categories and industries. It used a very smart, social-first solution, with an interesting value proposition in an otherwise sea of sameness; perfect for a brand claiming to be built ‘for the internet’ and based on a real, and growing, human insight. Alexandra Dimiziani, AirBnB

Shortlist 2018

Silver Winner

Title

Sorry (not sorry) for all the holiday spam

Brand

Three

Client

CK Hutchison Holdings

Agency

Wieden+Kennedy London

Principal Authors

  • Nick Exford - Wieden+Kennedy London

Contributing Authors

  • Martin Beverley - adam&eveDDB
  • Paul Sturgeon - Mindshare
  • Matt Walters - Wieden+Kennedy London

Credited Companies

  • Wieden+Kennedy London - Creative Agency
  • Mindshare - Media

A radical way of positioning a benefit, in a radically culturally relevant way with radical creative provides great learnings for numerous categories and industries. It used a very smart, social-first solution, with an interesting value proposition in an otherwise sea of sameness; perfect for a brand claiming to be built ‘for the internet’ and based on a real, and growing, human insight. Alexandra Dimiziani, AirBnB

Sorry (not sorry) for all the holiday spam

IPA Effectiveness Awards Case Study 2016


To grow its business,Three Mobile, which was at the time the smallest of the UK’s four main mobile networks, needed to give people a reason other than price to choose it. Three decided to differentiate itself by addressing consumer anger about the data roaming charges typically imposed on mobile customers when they used their phones abroad. The network abolished roaming charges and launched communications featuring tongue in cheek ‘apologies’ for the increase in ‘bragging’ photos sent or posted by Three users from abroad. Research showed the campaign led to Three being viewed as more appealing and customer-friendly, with its roaming policy identified as a reason for users to stay with the company. At the end of 2014, Three reached an all-time high with 10.4m UK customers and 13.3 per cent market share. According to econometric analysis, the campaign delivered a net profit return conservatively estimated at £1.46 for every £1 invested.

Click to purchase this case study >