Thursday 19 January 2017

Three's innovative story put their CSR into focus

Elaine Carey, Chief Commercial Officer with Three Mobile, talks about one of the big challenges she faced recently

Elaine Carey

Published 13/03/2016 | 02:30

Elaine Carey of Three Mobile
Elaine Carey of Three Mobile

Innovation is at the heart of Three's business - so it follows that we approach our marketing and CSR in an innovative way. This was our mindset as we went into the 2016 RBS 6 Nations.

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We recognised that this was an opportunity to give something back, to leverage the goodwill and support that the team and the sport had engendered over the years. The question was, how could we do so in a different way, one that was more than philanthropy, and one that reflected the brand's innovative disposition.

We also recognised that Three is a brand that is rich in marketing resources in terms of sponsorship assets, experience, and both internal and external skills.

So we took the innovative and unique step to share this resource with a charity brand, Focus Ireland, with the clear purpose being to create a campaign that would help them tackle a communications issue - greater awareness of homelessness and specifically hidden homeless.

Creating the campaign was a challenging as well as rewarding endeavour. We had to get under the skin of the organisation and understand the issue of homelessness in order to apply the same rigour and consideration that we would to Three's own marketing. Cut through, creativity, insights, multi-channel media planning, measurement, risk management etc were all deliberated at length as part of the marketing process.

But nothing resonates more with today's consumers than integrity, and communicating that integrity in a meaningful way requires careful message management, balance and buy-in. The campaign team - our marketing department and our agencies - and indeed the wider staff at Three, as well as all those involved including the players and management of the Irish rugby team, are very passionate about this activity and its purpose.

And because it comes from a genuine place, I believe this comes across in the campaign and is an integral contributor to its success to date.

The marketing challenge here may have been to create a purposeful and innovative campaign, but the real challenge to brands is to reflect consumer's values and acknowledge them in their marketing in a way that has positive affect on the society in which we do business.

Sunday Indo Business

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