3 launches major integrated marketing campaign

Today 3 launches a comprehensive advertising campaign including new television, outdoor, press, online, radio and experiential advertising which encourages people to reappraise the value 3 has to offer.

"Fresh on" 3 will kick off with 11 distinct, 10-second television advertisements within the first month of launch. These advertisements will top and tail ad breaks for the initial three weeks and be "refreshed" throughout the entire three month campaign.

The campaign sees 3 take a different approach to the generic lifestyle themes that have long-dominated mobile operator campaigns and instead emphasises the depth of 3's offers and excellent customer value.

3 Marketing Director John Penberthy-Smith says:
"This campaign is to show everyone what 3 is really about and to encourage non-3 customers to rethink our brand. We want people to understand that we have a great network, the latest handsets and always great value.

The campaign features the new Mix & Match tariffs with their exclusive offers, as well as the things that only 3 can give, such as free Skype calls, instant messaging, easy access to eBay and the best the internet has to offer."

The campaign was developed with recently appointed advertising agency Euro RSCG London.

Euro RSCG London Chief Executive, Mark Cadman says:
"The new campaign takes a fresh look, in contrast to much of the 'me too' work that has characterised telecoms advertising for far too long. 'Fresh on 3' captures the spirit of a company that is both a dynamic media brand on one hand and a fast growing retailer with a fantastic network on the other."

As part of its fresh new look, 3 will be launching a compelling new tariff range which will be supported by the £15m campaign.