How a low-cost brand became a growth engine
For more than a decade, CO/PLUS has worked closely with 3 Mobile to drive market growth through brand-led innovation. That collaboration began with OiSTER – a strategic response to a clear telco challenge: attracting a younger, more price-sensitive audience without diluting the core 3 brand.
The solution wasn’t another discounted offer. It was the creation of a separate low-cost brand, built to operate by different rules and speak to a different audience.
CO/PLUS created OiSTER as a distinct sub-brand. From day one, it was designed to stand apart in a category dominated by functional claims and interchangeable messaging. The now well-known singing oysters were introduced as a deliberately unconventional idea, not as a gimmick, but as a recognisable and repeatable creative asset that made OiSTER easy to spot and hard to confuse with competitors. The playful universe and humour were tailored to a younger, digital-first audience and gave OiSTER a clear voice of its own. Over time, this approach helped turn OiSTER into one of Denmark’s most liked telco brands and a meaningful contributor to 3’s overall customer growth.
CO/PLUS has worked with the brand continuously for more than ten years, evolving the expression while keeping the core idea intact. This long-term approach has allowed OiSTER to remain relevant, efficient and commercially effective in a highly competitive, price-driven market.
OiSTER is recognised not only for awareness, but for customer strength. In Loyalty Group’s BrancheIndex Mobil 2025, OiSTER ranked #1 on Net Promoter Score (customers most likely to recommend) and #1 on value for money.
