Tuesday 12 December 2017

Jedward leap into new ad campaign

TELECOMS company Three has teamed up with Jedward for its new 'S'Up campaign focused on the launch of its first to market "all you can eat" data on prepay.

The above-the-line campaign begins tomorrow and will run for five weeks until September 11.

The advertising consists of 30-second TV advertisements on RTE, TV3, 3E, Sky packages, Comedy Central, MTV E!, Living and E4; online media based on rich media banners on Yahoo, MSN, Ryanair, Facebook and Skype; targeted press advertising; and special builds in Dublin's city centre.

The innovative campaign was developed by McCann Erickson.

The TV ad featuring Jedward was directed by Damien O'Donnell.

Dubliner O'Donnell has directed feature films 'East is East' and 'Inside I'm Dancing'.

The ad is produced by Russ Russell of Russell Curran Productions and sees the Grimes twins call, text and tweet each other all day long.

The idea is that they are constantly in touch with each other, even when they're in the same room, because it costs them nothing on Three Prepay.

They can call each other to say hello, or in Jedward's case "S'Up?", and make sure they don't miss what's going on, even for a minute.

The 'S'Up campaign will also be supported by in-store point-of-sale visibility.

An intensive programme of PR activity will see the third member of Jedward recruited via on-street and social media auditions to spend a day with the brothers at a secret Three Ireland Jedward gig on September 16.

Three Prepay customers will receive a special "Jedmail" inviting them to participate.

The new Samsung Galaxy Europa I5500 will be available for just €49 on Prepay from tomorrow with Three's "all you can eat" data price plans on 3 Pay.

This gives unlimited internet usage with no excess data charges.

The Three Prepay offer also includes free "all you can eat" data with €20 top-up, unlimited any network texts, weekend minutes and Three to Three calls.

The Samsung Galaxy Europa I5500, Samsung's "Android for Everyone" Smartphone will be available from all 3Stores and stockists and online at

Three's sales and marketing director Elaine Carey said: "We are very excited to be launching 'all you can eat' data for our prepay customers, marking another important first in the Irish market for Three."

McCann Erickson's Emma Sharkey said: "Jedward's star power and their ubiquitous popularity will help Three to reach a larger prepay audience.

"Their youthful energy and innate sociability are a natural fit with the brand's prepay proposition.

"Three understands that people want the ability to stay in constant contact with their closest friends through texts, social sites and calls without the fear of burning through their credit."

Join social media treasure hunt

LONDIS is staging a social media treasure hunt on Facebook and Twitter, with video streaming live from Londis store The Racecourse Foodhall, Castleknock, at 9.30 tonight, directly after 'Come Dine With Me Ireland'.

Fans of the Londis-sponsored show can follow @londisireland on Twitter and direct the treasure hunt 'shopper' (played by an actor) around the store in search of the prize -- an Apple iPad.

To be in with a chance to participate, you will need to answer questions related to the latest episode of 'Come Dine with Me Ireland'.

The treasure hunt begins when the first person to respond with the correct answer becomes the player and gets to tweet directions to the Londis shopper in the store.

Should the first player fail to find the iPad, another question will be tweeted, a player selected, and so on until a lucky winner finally directs the shopper to the right location.

If the prize has not been found within the time, the prize will roll over to the next treasure hunt.

The game will last for about 30 minutes.

Aside from it being a smart activation of Londis's successful Come Dine With Me Ireland sponsorship, Londis hope the treasure hunt will highlight their promotional offering in-store by hiding the prize behind key promotional lines.

During the treasure hunt, the live video will capture multiple key elements of Londis's current retail offering.

Log on to at 9.30pm for more details.

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