Three #Holidayspam wins Clear Channel Outdoor award
A fantastic result for our Three team who picked up the award for 'Best Use of Outdoor in a Multi-Media Campaign' for #Holidayspam at the Clear Channel Outdoor Planning Awards last night.
Last summer, we launched 'Feel at Home', a campaign that re-wrote the rules of roaming, celebrating the fact that Three customers could use their UK data, texts and minutes abroad at no extra cost.
A three-phased approach was designed to help Three customers celebrate their new-found freedom when using their phones abroad.
The Outbreak stage used PR and social media to alert the nation to the growing #holidayspam epidemic that would undoubtedly be bought about by Three’s new network offering.
With the glut of #holidayspam in full swing, an apology was issued to the nation for clogging their social media feeds. Three were apologising everywhere, including a full page letter in the national press and an explosion of the brand across Out of Home.
Tactical daypart messaging on digital screens meant Three could apologise for #cocktailselfies at 6pm and #sunsets at sundown, while a full suite of travel media connected with those going abroad, including sending SMS messages to consumers when they landed to remind them to please brag responsibly.
Feel at Home was the dominant network campaign of the summer. While Three were professing to being sorry, for all the #hotdoglegs, #planewings and #littlelizards, with a campaign that increased both sales and brand equity, there was certainly nothing to apologise for.
Our thermal-activated campaign for Walls ice-cream was also highly commended. All in all, a good night's work!