Mindshare

Three Mobile, Sing It Kitty

Tablet award

To our key audience of socially driven digital natives, it’s the great bits of content that provide them with social fuel that are most desirable, and the main learning from #danceponydance was those who engaged with the campaign’s content not only viewed the TVC, but were the ones who loved the brand more (according to campaign metrics). The first part featured the notorious Shetland pony dancing to Fleetwood Mac. The second campaign followed in February 2014. The campaign dates were 24 February – 6 March and included a variety of media channels. The campaign objective was to drive an emotional connection with our target audience by driving views of the TVC and interactions with the web-based app. The tablet results were extraordinary…..!

Background and objectives

At a time when airspace had been dominated by EE’s Kevin Bacon and O2 dog wannabe cats, Three had to standout whilst having much less investment power than their competitors. And they had to do so whilst achieving the same buzz and success they had with the previous brand campaign #danceponydance. The new campaign was also aimed at creating a friendlier outlook for the brand, under the Silly Stuff Matters idea.

The overall planning priority for the Fame II campaign was Education and Understanding, as this was a brand piece. The business objective was twofold: to increase Three’s overall customer base and to drive increased traffic to Three stores, online and telesales. The marketing objective was to increase brand resonance with Three and finally our campaign objective was to drive an emotional connection with our target audience and a belief that we are different to the other operators. We aimed to do this through the TVC and the web based app.

The media planning principles were:

• Start with the internet • Deliberate, phased release of campaign through our audience segments • Drive momentum through growing, hyper-targeted paid media

• Embrace digital engagement (media technology) to maximise Brand Flare

Therefore following our internal brief, the role for newsbrands was to provide a digital platform to deliver against the media planning principles. We delivered the first ever, digital-only publishing campaign (planned and bought through the print/publishing team). Insight

The success of #dancyponydance proved Silly Stuff Matters. Asking people to personally engage with and share their enjoyable experience with Three was key to driving brand love. Focusing it on the internet again allowed us to show Three’s role as the leader of the mobile internet.

Taking on our learnings from the #danceponydance campaign… • Compressed media approach drove rapid awareness • Delayed online paid media allowed for organic conversation and momentum • A Friday broadcast launch allowed for cut through/optimal day to build awareness into a weekend • Have a clear campaign #hashtag to harness social conversation

The main objective for this campaign was to drive views of the TVC and downloads of the web app. Three is a telecommunications company that pride themselves on being the network built for the internet. The media planning principles above made it clear that digital needed to be the foundation of the plan. Originally, publishing was not included in the briefing session as at first glance it did not fit the planning criteria. However we recognised there was an opportunity to tap into the broad reach and engaged readership of newsbrands’ digital platforms and challenge our strategy internally. We were able to demonstrate that we could run a tablet and online display only schedule using newsbrands that would deliver against our campaign objectives.

We employed Adnostic to build the HTML5 creative and they worked seamlessly with Three’s creative agency Wieden+Kennedy. As video played such a huge part in this campaign, we believed that the video would resonate better on tablet and therefore employed a tablet strategy.

The plan We started with a desired outcome – “Three just owned the internet”. With W+K we created emotionally engaging content, with clear links to #danceponydance, aimed to fuel social engagement and promote participation and sharing. Behaving like an internet brand, we digitized all our campaign channels. Given the campaign objective to drive an emotional connection with our target audience and a belief we are different to the other operators, through the TVC and the web based app - and also the media planning principle to start with the internet - it was important for us to appreciate that print wasn’t the right platform for this campaign. By finding a different way to leverage the power of newsbrands in an interactive way, we were able to secure budget that would not have otherwise come to the publishing team. The campaign ran across a variety of newsbrand tablet editions and online websites including: Evening Standard, Metro, The Times and The Sun. The tablet strategy was always-on ensuring we were able to drive as many incremental video views as possible over the course of the 15 day campaign.

Our target audience was predominantly adults aged 16-34 but intentionally broad and therefore perfect for tablet. According to the Newsworks Tablet Project, 66% of tablet owners are aged 18-35 which highlights just how perfect the platform was for this particular campaign.

Results

The campaign was hugely successful and both the client and Mindshare are incredibly pleased. It was the most shared advert in the UK on the week of launch, and across the whole campaign we reached 94% of 16-34 year olds with an OTS of 14. The share of Telco visits during the campaign grew faster than the category as demonstrated by this graph (Source: Hitwise) and we were able to drive over 70,000 click-throughs from the singitkitty.co.uk web app to the Three site itself.

Across tablet and online display we were able to drive fantastic results:

MEASUREMENT DELIVERED Impressions 10,302,341 Taps 40,317 TR (Tap Rate)% 0.39%

The tablet creative alone drove tap rates as high as 13% (the grid above demonstrates the tap rate when we include online display in the data as well) which demonstrated the fact that the TVC resonated particularly well on the tablet device. Furthermore, we were able to demonstrate a cost efficient cost per click from the tablet activity; £0.80 per click.

This campaign demonstrated that a channel should never be discounted from the outset, as there are always new avenues to explore utilising new technology. With the flexibility and versatility of the newsbrand offering, coupled with the broad, engaged audience they, we were able to deliver accountable results that delivered to the campaign objectives.

Client view

“Despite the #SingItKitty campaign running back in March, the whole team at Three is still proud of the buzz we created across the market. We always work closely with all our partners and our media agency Mindshare were instrumental in ensuring our success. For an organisation that focuses on the internet, tablet is an important area for us. We wanted to drive views of the TVC and the app and our tablet activity truly allowed us to do so. We were so pleased with the delivery stats – 13% tap rate is amazing. It just goes to show when engaging content is syndicated out to an engaged newsbrand audience just how successful it can be. Thank you for the Newsworks Planning Award nomination. Good luck!”.

Lucienne Martin, campaign manager ATL