Telco aims to '3 your mind' in €2.5m campaign
Published 15/04/2010 | 05:00
THE marketing team at 3 mobile are gearing up to unveil a new brand identity, pinning the telco's hopes and dreams on the "3 your mind" concept.
The first teasers for the €2.5m campaign are already featured on a handful of billboards around the country ahead of a heavyweight TV campaign launching next Monday.
The TV ads will show three everyday situations with people achieving things they "never thought possible", including an office worker reaching for a pen that's just that little bit too far away, only to find it suddenly flies into her hand.
The full tagline is "Do things you never thought possible. 3 your mind", subtly telling viewers they can expect to be similarly surprised by what becomes possible if they switch over to 3.
"We're trying to create a surreal experience, something people never thought could happen, and do it in an entertaining way," says 3 marketing boss Elaine Carey.
The initial €2.5m campaign will run for six weeks featuring the TV ads as well as some press, radio, TV, outdoor and online, marking 3's biggest marketing push so far this year. Carey stresses, that, the concept will endure for much longer. "This will be the core brand strategy for the next 12 to 18 months," she says. "We're going to be living and breathing this."
The campaign was developed after 3 carried out "extensive" research into the Irish telecoms market and found that people wanted to see "value" and a "differentiator" in their mobile phone companies.
"We've had strong campaigns in the past, which have delivered for us, but we needed a single idea to unite our propositions," says Carey.
The marketing drive comes as 3's subscribers hover near the 500,000 mark. Carey declined to be drawn on the kind of uplift 3 was hoping for by the end of the year, citing "commercial sensitivities".
The latest ad campaign was devised by McCann Erickson, with H2 Films handling production, Windmill Lane on post-production and Mindshare on media buying.