Three UK’s latest campaign taps into that feel-good glow that comes with being an exclusively rewarded Three customer.
April saw the launch of ‘Glow with Three’ – a brand campaign that highlights the warm, satisfied feeling customers get when they score a great deal or reward. That internal ‘glow’ takes centre stage in the TV spot, brought to life through exclusive offers and rewards available to Three customers via the Three+ Rewards app.
From £1 fancy coffees to £3 cinema tickets – alongside the ‘Anytime Upgrade’ offer – the campaign reminds customers of the perks already in their pocket, while also enticing non-customers to take a closer look.
The campaign rollout began with a solus email to Three’s contract customer base, followed by three 30-second radio ads that playfully dramatise the joyous feeling – and internal glow – customers get from Three.
In May, a new TV spot featured Amy, who casually walks down the street with her £1 fancy coffee, oblivious to the awe and wonder her glow inspires in the world around her. Watch the TV spot here.
The campaign was supported through OOH, paid media, influencer-led social content, and in-store takeovers at key locations. A day of ‘surprise and delight’ moments gave customers even more reasons to glow – reinforcing Three’s message: great deals, feel-good moments, and exclusive rewards that come with being a Three customer.
