Big Network 2.0

In the next chapter of Three UK’s ‘Life Needs a Big Network’ campaign, Three has rolled out a new quirky TVC to bring top-of-mind awareness to Three’s network. It’s not difficult to remind customers why they should choose Three. It’s officially the UK’s Fastest Network (Ookla) and is 5G ready. Other benefits include the Three+ Rewards App, launched late last year.

Three will sustain a drumbeat comms strategy starting July, building momentum over the second half of the year. The new fun and cheeky TV ad, ‘Gravlax’, continues Three’s storytelling around the idea “5G – when you need it most.” The ad will also be played across Instagram, Facebook, Twitter and YouTube.

Key comms will reinforce to customers that it’s the small moments that count, such as last-minute downloads to get through the flight or looking up ‘Gravlax’ in a fancy restaurant to impress the girlfriend’s parents. For that, you need a Big Network. Three’s 5G now covers 54% of the UK population, and its £2 billion investment will ensure they can roll it out to more of their customers.

Three will promote its fastest network claim through the creative PR lens of ‘Digital Packing on the UK’s Fastest Network’ – that is, downloading TV shows, movies, books, games and playlists in preparation for long journeys and peak holidays.

If you don’t know what Gravlax is, watch the TVC here.

Via its Three+ app, Three has also recognised that music is the passion point for UK customers. Since launching in December 2021, Three+ has welcomed over 600,000 users. Three’s new sponsorship of music festivals across the UK, including Parklife, Wireless, Leeds and Reading Festivals, provides another opportunity to connect with consumers and to build Three as a brand associated with music and festivals. The Live Nation partnership will be far-reaching in terms of demographics, allowing Three to reach all customer segments and activate year round, enhancing Three+ offerings and driving the message that music festivals need a Big Network.