If anyone is a golf fanatic, you will have enjoyed watching your favourites at the 3 Irish Open in Killarney over the long weekend. Orlaith and I were lucky enough to join our client in Killarney and we were not going to refuse with the promise of stunning views of Killarney lakes, fantastic weather and seeing the pros in action. We were treated to a fantastic day along with the other 18,000+ visitors and enjoyed a private Q & A session with Paul McGinley, Darren Clarke and Justin Rose - led by none other than Mr. Bill O’Herlihy. I must admit, I was more star struck by Bill than the Pros as my cheesy grin shows! Congratulations to this year’s champion Ross Fisher and thank you to 3 for a superb tournament and day out.
Above: Orlaith and I with Bill O’Herlihy at the 3 Irish Open.
Here’s the latest spot in our ‘3 your mind’ campaign. In this commercial ‘3 Broadband’ gives a couple the magic ability to open things as they wish. As 3 now offers broadband at an incredibly low price, the world of the internet is now more open than ever before.
The commercial was shot by Arni Thor Jonsson through H2 Films over two long cold nights in Dublin city centre.
Above: Ignoring the cold - Aislinn O’Connor (3 Campaign Manager), Sarah Maher (Account Director), Onagh Carolan (Agency Producer) and Jack Armstrong (H2 Productions).
It was ‘interesting’ to say the least. Every crackpot in the city seems to come out between the hours of midnight and 3am. A great time to have a chat with a total mentalist, if you’re interested in that type of thing…
Above: A ’strang-er’ decides to pay the set a visit at 1am.
Here is the first product ad under the new ‘3 your mind’ campaign theme. With 3 you can do things that you just never thought possible.
In this instance the lady in the apartment has magically taken on the properties of the product ‘3Pay’. Now she can talk to anyone on any network for free at weekends. She can even talk directly to the characters in a dodgy soap opera!
We also launched with special outdoor formats including an Aircoach wrap and a special 240 sheet in Dun Laoghaire Dart station to bring the idea to life in larger high profile formats. Also take a look at our Luas domination which broke the standard formats of the tram!
240 Sheet in Dun Laoghaire.
3Pay Luas domination.
Our national press campaign also demonstrated the core campaign idea of doing things you never thought possible, and you can also listen to our radio ads below.
This week sees the launch of our new campaign for 3. We’re very excited about it. As a company, 3 have always had something different about them. From giving away free ‘Skype’ on their mobiles to coming up with innovative products such as ‘Best of Both’. In other words they have always sought out ways to allow their customers do things that were not possible with other networks. Our campaign theme is based on this very thought. In these three introductory commercials we see customers, who have just joined 3, first discover new and unexplained magical powers. To see how each new product will give you a different power… watch this space and… 3 your mind.
We have just gone live with 3’s new Business campaign which includes press, radio and digital. We wanted to show the potential cost savings that are available to small and medium businesses when they switch their business phones to 3.
We articulated this notion by presenting tangible examples of this cost saving. This could include a year’s supply of couriers, new computer equipment or something more light-hearted such as a team building event like paint-balling.
We shot the photography in studio with Trevor Hart and had one (very cold) morning location work with Paintballing professionals in Bray. The campaign has also been translated into radio and digital. Take a look here:
3 Mobile burst into January by launching their new campaign for Contract Free 3Pay Broadband.
The big idea behind the campaign was that 3Pay Broadband is mobile broadband with all the benefits of fixed line, but without the hassle.
There are no contracts, no wires and no bills to tie you down. Its Broadband you can use on the go, whenever you like.
Following this lead the creative concept was to develop a ‘no strings attached’ using humorous relationship metaphors as powerful copy headlines. We lead with three engaging lines: ‘Looking for an open relationship?’ ‘Not looking for commitment?’ and the playful ‘Fancy a fling?’
Golden Square.
Dart Card.
48 Sheet.
We also had the opportunity to develop a 96 sheet special which was extremely eye catching and appealing.
Check out our new stings for 3’s sponsorship of Xpose. These stylish spots were inspired by pin ups of the 1950’s and the favourite pastime of women everywhere… gossiping!
We think they’re fun and fresh, and create a strong link between the show and the fact that with 99.5% population coverage, you can gossip anywhere with 3.
The illustrations were done by Syd Brak of Folio, and the graphics and animation were done by our neighbours Piranha Bar.
A fantastic new TV and radio campaign has just launched for our newest client, 3 Mobile. The product is Best of Both 45 (BOB) and our idea is inspired by old skool arcade games using the ‘Bill’ character to explain the fantastic pre –pay/post pay product combinations on offer. Best of Both 45 is a capped bill pay package that allows you to top up like pre-pay whenever you want. The 30” animated TV advert was developed with animators D.A.D.D.Y who brought our idea of an old skool video-game vibe to life.
The animation brought the key messages (unlimited free texts, 300 free minutes to any network, top-up like pre-pay) to life through the world of video-game language. The classic video-game SFX were developed with Mutiny. There will also be a digital campaign to support this creative.
We also developed 3’s new neumonic end-frame for this advert which will appear on all broadcast formats from now on. This was developed with Piranha Bar.
It’s always nice when you win a pitch, but it’s particularly gratifying to win an account like 3, Ireland’s fastest growing network. 3 appointed us as their lead strategic agency on their advertising account last week, after a competitive pitch.
The €10m account is a superb opportunity to ensure that we let consumers know just how good ‘3’ really are, for both mobile and broadband services. One thing we know for sure is that ‘3’ will win in this market. What appealed to us most is their relentless ambition to beat the competition and their focus on doing things that are relevant for consumers. We will work closely with Mindshare, their strategic media agency to ensure we provide insight and ideas that build their business.
You may not know this, but 3 is owned by Hutchison Whampoa, one of the largest companies on the Hong Kong Stock Exchange, with a track record of telecoms innovation. 3 is Ireland’s fastest growing network and the market leader in mobile broadband.
Having more than doubled its customer base since 2008, 3 has over 400,000 customers including 150,000 mobile broadband subscriptions, 250 employees, 21 3Stores and over 400 retail outlets. At the end of December 2008, 3 was awarded the National Broadband Scheme contract to connect the remaining 10% of rural Ireland without high speed broadband. So, there are lots of good reasons to choose them. What’s even nicer is the feedback we received detailing why we were appointed to run their account:
If anyone is a golf fanatic, you will have enjoyed watching your favourites at the 3 Irish Open in Killarney over the long weekend. Orlaith and I were lucky enough to join our client in Killarney and we were not going to refuse with the promise of stunning views of Killarney lakes, fantastic weather and seeing the pros in action. We were treated to a fantastic day along with the other 18,000+ visitors and enjoyed a private Q & A session with Paul McGinley, Darren Clarke and Justin Rose - led by none other than Mr. Bill O’Herlihy. I must admit, I was more star struck by Bill than the Pros as my cheesy grin shows! Congratulations to this year’s champion Ross Fisher and thank you to 3 for a superb tournament and day out.
