Helping Peter Pan come of age: Three and the effectiveness of grown-up marketing

IPA Effectiveness Awards Case Study 2024

Since its launch as a challenger mobile operator, Three had flouted marketing conventions to pursue growth. After 18 years, however, Three was in a crowded, commoditised market, its customer numbers and revenues were declining, and its brand image lacked distinctiveness. A new strategy shifted focus from chasing younger consumers to ‘grown-up marketing’ – without losing what helped the brand stand out: an understanding of how people really connected through its network. This case includes evidence that as a result of communications Three reached record consideration levels and created an incremental revenue uplift of £189m.

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Client Statement

Aislinn O'Connor, Marketing Director, Three UK

The introduction of the Life Needs a Big Network campaign represents a step change in Three’s marketing. It was a coming of age for Three as a brand, and one which the whole business got behind.

The campaign marked a moment in time for Three that set us up for our next chapter. This new approach has given Three the credibility to develop from a singular focus on mobile to broader connectivity, including B2B and home broadband.

It was a team endeavour with all our external agency partners working hand in hand with our internal agency teams. We played the strategy, the platform, the new visual identity and the campaigns out through all of our marketing activity – from media planning, to instore, performance campaigns as well as brand.

The new campaign took the essence of the Three brand – understanding customers’ mobile behaviour - and added a rigour and consistency that helped to sharpen the effectiveness and impact of marketing activities.

Three has continued to evolve and develop the campaigns over time. But as a business Three has committed over the long term to the new strategy and platform and we are seeing results go from strength to strength.