Three Ireland offered an update on their evolving reinvention from mobile data and network provider to lifestyle enabler – exemplified by feel-good ad campaign featuring Jeff, a pet bearded dragon, who champions the joy of a better ‘Connected Life’. Three’s new lifestyle stores have shifted to include a dynamic mix of tech products and in-store experiences.

Other 2022 milestones included returning as main sponsor of Ireland’s Electric Picnic Festival in September. As the nation’s showpiece music and arts festival, known as ‘Ireland’s Glastonbury’, it’s as hot a ticket for brands as it is for festival goers, who got access to exclusive Electric Picnic offers and experiences through the 3Plus app.

In business, Three replace the conventional B2B approach with a more human to human one (H2H). Their mission is to become ‘Masters of Connection’. By making the island of Arranmore the most connected island in the world, Three Business created a campaign whose impact will last a lifetime. Plans for a nationwide version of this brand activation lie ahead, while Three’s Grants for Small Business has given 10 winners each a €5,000 cash grant and €5,000 worth of Three solutions and products.