Tre has made a strong comeback in Q1 2025, reclaiming the #1 position in Ad Awareness after a dip in Q4 2024. The decline last year was due to factors such as reduced media presence, narrower messaging, shifts in brand tonality and assets and increased spending by competitors, which gained them more visibility.
Tre’s launch of the Samsung S25 has further consolidated its rise, hitting an all-time high operator share. Despite the shrinking smartphone market, Tre saw a boost, building on the record numbers from 2024. Tre captured 33% of the Swedish market share, well above the 16.7% average, and delivered the strongest launch results across all CK Hutchison telco operating companies, showing impressive YoY growth.
Meanwhile, with a nod to Valentine’s Day and recognising that households without children is a large target group in Sweden, Tre launched a simple yet successful February campaign, “Would you like to share a subscription with me?”. The campaign engaged Double Income, No Kids (DINK) households, encouraging them to add their partner as an extra user.
Lastly, Tre successfully rebranded and launched their 3Arena in January, marking the establishment of its new venue sponsorship. Embracing a high-energy, champion theme, Tre’s key brand messaging – “Together we rise, together we fall” and “Live more, more live” – has already made an impact. The iconic signage has been installed, lighting up the arena, solidifying Tre’s position as the venue sponsor and further strengthening its brand presence.
Watch the 3Arena launch video below.
