The Brief
Three, a long-standing challenger in the UK mobile market, built its brand on bold, youth-centric marketing. However, after 18 years, growth stalled in an increasingly competitive, commoditised market.
To reignite momentum, Three needed a strategic shift- evolving beyond its ‘Peter Pan’ identity to target broader, higher-value audiences while maintaining its distinctiveness.
Strategic Solution
A Grown-Up Creative Strategy
Building brand distinctiveness: Leaning into ‘network’ as a core brand association while maintaining Three’s unique and relatable tone.
Introducing ‘Life Needs a Big Network’: A platform showcasing how Three’s strong network supports everyday moments of connection.
2. A Grown-Up Visual Identity
New Colour Scheme: ‘Aurora Sunrise’ – A refreshed brand identity for stronger recognition and consistency across all touchpoints.
3. A Grown-Up Media Approach
Broader media mix: Expanding beyond digital to public channels like TV, sponsorships, and OOH advertising.
Consistent brand presence: Maintaining on-air visibility for 43 weeks annually.
Strategic sponsorships: Aligning with mainstream, family-friendly content like Gogglebox to increase reach and relatability.
Results
Consideration reached its highest point in 8 years
‘Has good network coverage’ growing by +6ppts.
‘Is one of the big networks’ reaching new heights with an +8ppts uplift.
Fastest growing network for gross increase in customer base in 2023 and 2024
More people are now actively searching for Three with share of search (vs. Mobile Network Operators) increasing by 59% post the brand refresh and introduction of Life Needs a Big Network.
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