3 mobile launches major brand campaign

Mobile operator 3 is launching a new campaign to highlight the benefits of bringing the mobile internet to life on handsets, introducing the new strapline “Changing mobile forever”.

It is the first brand campaign to be created by 3’s ad agency Glue. The ads will initially be aimed at driving awareness to 3’s free mobile Skype offering.

Launching on May 5, the campaign will air on television, radio, online and outdoor. Media planning and buying is handled by Mindshare.

The TV ad will also aim to highlight 3’s customer-focused approach. It features an actor who is also a real-life 3 customer and uses Skype on his 3 phone to stay connected with his family in Barbados.

In the ad, as he is shown walking down the street, extras in the background are made up of 3 staffers, including 3 UK integrated communications director Alan Doyle, other 3 customers and staff from 3’s agency partners.

It will be 3’s first major campaign in over 18 months. The mobile operator will look to capitalise on the increased popularity of internet communications products such as mobile Skype and Windows Live Messenger on 3’s mobile broadband network.

Its mobile Skype offering, which will be available from May 1, will provide customers with free Skype-to-Skype calls on 3 mobile phones.

Doyle says: “First the campaign focuses on our free Skype forever offer. Later stages will see the introduction of yet more products and tariffs that will challenge some fundamental barriers in the mobile market.”

The mobile operator’s last major ad campaign launched in August 2007 featuring the tagline “Fresh on 3”.

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