Three years on from establishing its ‘Life Needs a Big Network’ brand platform, Three UK showed us how the brand is ‘growing up’, becoming more and more relevant for consumers, and appealing to a broader set of segments.

What’s working, according to Three, is a new and distinctive brand language, and a focus on authenticity in everyday moments – a focus that aims to build ‘memory structures’ among the target audience, forcing reappraisal of a brand they may have overlooked in the past.

Central to recent success is the campaign called ‘Live Your Best Phone Life’, which stems from a simple insight that we all spend three hours a day hooked up to our mobile devices – three hours we can make the most of on the 5G network.

Alongside this TVC and OOH campaign, Three spoke directly to a younger digital nomad audiences through their ‘Vanlifers’ social activation, a real-life demo that you can be as mobile as you want and still “live life on your own terms,” on Three.