Feel At Home
Three Mobile
Issue 33 | December 2014
Agency
Wieden+Kennedy London
Creative Team
Executive Creative Directors Tony Davidson Kim Papworth Creative Directors Scott Dungate Graeme Douglas Copywriter Anthony Atkinson Art Director Greg Kouts Designer Victoria Kochowski
Production Team
Agency Executive Producer Danielle Stewart Producer Michelle Brough Production Company Hungryman Director Ric Cantor
Other Credits
Group Account Director Nick Owen Account Director Sophy Woltman Art Buyer Laura Barker
Date
July 2014
Background
In the summer of 2014, Three Mobile launched its 'Feel at Home' campaign, allowing customers to use their UK mobile allowance to call, text and use data abroad at no extra cost. A great idea. So great, in fact, that it opened the floodgates to holiday photo sharing. Plane wings, sunsets, palm trees, beach feet, cocktails - the list went on and on. Suddenly, the UK was in full #holidayspam crisis mode.
Idea
The creative idea was for Three to take responsibility for the plethora of junk sharing and apologise for all this #holidayspam.
A 60" TV spot, 'We're Sorry', was supported by online films and a whole host of activity including a suite of OOH and DOOH executions in major sites around the UK, including airports, roadside sites, the BFI IMAX site and the new Waterloo motion screen. Additionally, the microsite www.stopholidayspam.com provided regular updates on the developing holiday spam situation. Fans could track the evolution of the #holidayspam crisis, from apology through to spam violations, clean-up with diagrams and educational videos.
Followers were encouraged to post #holidayspam violations on friends photos and call out the worst offenders through an initiative called 'Tag-a-bragger'.
Results
- 1.3M YouTube views.
- 488,000 visits to stopholidayspam.com.
- #holidayspam trended on Twitter (over the launch weekend 2,000 mentions reaching over 9m people).
- Net sentiment score +42.
Our Thoughts
This is such a British idea with its ironic take on the holiday photo. Thanks to
3’s low charges, you can taunt your friends stuck at home in the rain and the grey with a constant flow of rubbish shots. Compare and contrast with the Expedia idea on pages 36 – 37, where the holiday snap is a golden moment to be treasured forever.
It’s the attention to detail that makes this campaign a gem. The website might easily have been no more than a list of 3’s tariffs abroad but instead they were folded into the #holidayspam idea. Like the Instagram competition and Twitter feed.
Almost every touchpoint seems to have been touched with ads placed on towels and on lilos at holiday destinations as well as on the road out to Heathrow airport, in Inflight magazines and even on Eurostar trains.