Three shifts marketing focus from price to brand-led

Three is readying an integrated campaign communicating that it is the “fastest growing network” in the UK, a move away from its traditionally price-led marketing strategy.

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The campaign aims to establish a “new tone of voice” for Three, in order to differentiate it from other mobile operators and technology brands.

A TV campaign with two separate executions entitiled “Drops” and “Explosions” will air from 22 October. It will be supported by press, print, digital, radio and out of home in the weeks leading to Christmas.

Three says it acts as a “pre-cursor” to a larger integrated campaign scheduled to launch next year, which will communicate Three with brand-led, rather than value-led, messaging.

This is the first campaign launch since Thomas Malleschitz’s appointment as UK marketing director earlier in the year, following Marc Allera’s departure, who had been at the company for ten years. The campaign was created by Wieden + Kennedy.

Three is the sixth biggest UK mobile operator in terms of customer size, with a 6.9% market share, according to comScore. Its closest competitors are Virgin Mobile, which has a 7.3% share of the market, and T-Mobile, with 10.5%.

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