Social and Influencer > Integrated Campaigns (D categories)
3 LAUNCH
TBWA\GGT, London / HUTCHISON / 2003
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Overview
CampaignDescription
3 is the first third generation mobile service to launch in the UK. It features person-to-person video calling, video messaging, downloadable video content and location-enabled services.3 launched with a multi-media launch campaign around the idea that ‘3 helps you to be more of who you are’.We began by releasing a series of viral clips over the course of 4 weeks to friends, colleagues and popular viral sites. The virals all featured teasing part-reveals of the distinctive 3 logo and received between 27,000 and 36,000 hits each.Interest in the forthcoming launch was developed through a series of emails –some featuring video clips. A cd-rom was created to showcase highlights of the service. This was given away at numerous venues and events. A mailing featuring a mini cd-rom was sent to prospects. Post launch, virals were used again to continue developing our innovative positioning.Response was directed to the online registration microsite, called the 3 space. This unique environment develops a personal artwork as the user completes their registration details. Built from a database containing predictive, free form and key word data, the site turns data collection into a creative act of individual expression.
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