2011 Bronze IT/telecommunications

Client Three UK

What is wonderful about this work? We cemented the perception that the latest smartphones can only reach their full potential with all-you-can-eat data – only available on The One Plan from Three. We graphically conveyed the constraints limited data plans place on your smartphone. Across the whole campaign, One Plan contract sales grew by 51% compared to the two months prior, and One Plan SIM-only sales were up 37%. Inbound calls to the sales centre increased by 20%.

What details of the strategy make this a winning entry? Despite building the UK’s largest 3G network, Three’s main problem was low consideration, with consumers naturally going to the Big Four (Vodafone, O2, Orange and T Mobile). But the other networks all decided to dramatically cut back on their mobile internet data allowances, much to the annoyance of their customers. So Three bucked the trend by lifting all data restrictions on their market-leading ‘One Plan’ tariff and called it ‘all-you-can-eat data,’ to distance themselves from the term ‘unlimited data’ (which were in fact restricted by fair usage limits – another customer beef). We believed the opportunity was to make The One Plan more than just a tariff. The opportunity was to cement the perception that the latest smartphones can only reach their full potential on The One Plan. Three’s superior network coverage and lack of data restrictions could honestly offer a much better smartphone experience.

How did creativity bring the strategy to life? We needed a simple, impactful creative idea to build the brand and drive sales. Rather than dramatising the “all you can eat” message, we decided on a more emotive approach: “The Smartphone. Set Free.” With a bold graphic style, this literally conveyed the constraints limited data plans place on the enjoyment and usefulness of your phone. The high-profile national brand response campaign drove call centre, website and store traffic with over 1,400 poster sites, special builds, press, digital outdoor, radio, online display, tube panels, sponsorships, takeovers, partnerships, advertorials and the Metro’s first ever “belly wrap”.

Results Across the whole campaign, One Plan contract sales saw an average uplift of 51% on the previous two months, and One Plan SIM-only sales were up 37%. Inbound calls to the sales centre increased by 20%. The website saw record growth in traffic, ahead of Vodafone and T-Mobile. Consideration of the brand grew by over 23%, with 51% now finding the brand more appealing.

Team Chris Martin, Tim Lines, Ben Skelsey, Kate Armishaw, Richie Florey, Rebecca Newton, Tracey Bowden.

Other contributor Mindshare – Media.