U.K. mobile brand Three is aiming for a more distinctive positioning with a relaunch campaign spanning TV, outdoor and branding, including a new, "warmer" color scheme.
The brand will today debut a 60-second TV spot, created by Wonderhood Studios and directed by Gary Freedman of Independent Films, that portrays how phone usage affects little relatable moments in our everyday life, whether it's people filming their friends doing something silly or a pair of grandmas laughing at filters. Set to music from "LaLa Land," the action takes place at the seaside (it was shot in Bournemouth) and is filmed from a "phone's eye" point of view with swooping shots of different characters enjoying the British summer.
The tagline is "Life needs a big network" and while the ad clearly promotes Three's network performance, the creative aims to do this in a way that's relatable and not just about streaming music events or high-speed stunts.
"We know that network performance is the most important thing for our customers and this will be reflected much more prominently in our marketing as we show how we can enhance their lives by connecting them for the moments that really matter," added Three Marketing Director Aislinn O'Connor, in a statement. "Our new brand platform embodies the strength of our network and how we can provide better connectivity every day for every customer.”
The approach is also designed to appeal to a broader audience and steer the Three brand away from its former image of being an internet-focused, younger brand.
"We want to show that it's the small ways we use our phones every day that's the most interesting stuff -- like sending a one word text or the way your grandma Facetimes but you only see her chin," says Aidan McClure, founder and chief creative officer of Wonderhood Studios. "It's about using data insight in a creative and interesting way and it's all born out of genuine mobile phone behavior."
Outdoor ads, social and in-store communication feature photography by Laura McCluskey, capturing unguarded everyday moments seen through the "eyes" of phones. Three's branding will also now include a new color, a shade of peachy orange, in contrast to its former minimalist white color scheme, designed to show up better in print, outdoor and on social feeds.