3 ad campaign pushes broadband for all

Mobile phone operator 3 is launching a new advertising push in a bid to “democratise” mobile broadband. The campaign, which breaks this week, is the second from 3’s new ad agency Euro RSCG.

The third generation (3G) operator offers two mobile broadband tariffs – £10 for 1GB or £15 for 3GB. Marketing director John Penberthy-Smith says: “Mobile broadband should be for everyone. Our competitors just offer premium services for business customers. But mobile broadband is clearly much more than a niche business product.”

The mobile broadband campaign will be followed later this year by the first major TV brand campaign from Euro RSCG since the agency was appointed in May. It created its first campaign for 3 in July, which compared the company’s tariffs to rivals and claimed the competition is “not even close”.

Penberthy-Smith, who was appointed marketing director eight months ago, adds: “We have begun to simplify the communications side and get 3’s messages across more clearly.”