3 Mobile

THE TASK:
In a competitive mobile market, which is driven by tactical campaigns, the requirements for 3’s new communication platform was to create a clear differentiation as well as to communicate the tangible benefits of being a customer of 3. In addition to the platform it had to run for a longer period of time and increase the effectiveness of the individual campaigns.

THE SOLUTION:
The strategic concept behind the communication platform is SAME SAME, BUT DIFFERENT and is based on the consumer insight that consumers no longer believe that there is a difference between what the telecommunications companies are offering.

The creative idea consists of two dogs which are placed in a white space where they talk to each other. Their personality reflects mobile customers today. The simplicity of the idea is to deliver specific messages which also gives  the consumers a smile on their face.In a short time the platform achieved 75% brand recognition, and cemented the perception that: “3 is the company with the best network” and “the ideal match for all those with smartphones.”