A surfer travels in his Kombi van, singing “Life is simple, life is free, I got no worries” on his ukulele. This is the heart of 3 Danmark’s new marketing universe, inspired by the carefree, laid-back vibes of surfers’ “no worries” culture.
Riding the wave of this new surfer universe, 3 wants to show customers that being with 3 means less hassle and more freedom. It’s all about embracing simplicity, living without a care in the world, and the freedom to travel anywhere and spend your time on what matters to you.
In the new surfer universe, the ‘3 dog’ is the surfer’s trusty sidekick, designed to boost brand recall and awareness through the extended use of brand assets and music. The campaign, set in West Denmark, also aims to challenge the perception of 3 as an ‘urban’ network by highlighting its countrywide 5G coverage, including less populated areas like West Denmark.
3 has long built its reputation on storytelling, with its B2C marketing wrapped in distinct universes featuring characters and celebrities like Snoop Dogg, David Hasselhoff, and, most recently, a modern mafia family. These unique universes help distinguish 3’s marketing efforts in the telco sector, effectively showcasing the brand and its products.
So far, the surfer universe has received a positive response both internally and externally. This is the first of 3’s recent campaigns to achieve above-average approval and the lowest disapproval since 2018, when comparable tracking began.
Check out the campaign TVC here.