Three UK has backed an integrated marketing push to support the extension of its ‘Feel at Home’ offering allowing mobile users to use their handsets abroad at no extra cost.
From April, Spain, the UK’s most popular holiday destination, and New Zealand will join the 16 existing ‘Feel at Home’ holiday hotspots.
The campaign, created by Wieden + Kennedy, builds on last year’s #HolidaySpam campaign, apologising for the social media deluge of hot dog legs, plane wings, sunsets, palm trees and cocktails. This time the public is encouraged to ‘prepare themselves’ for even more holiday spam flooding their feeds.
Tom Malleschitz, director of marketing at Three, explained the campaign is based on holidaymakers love of bragging about their breaks.
“The campaign will drive awareness of this unique proposition and now we have added Spain even more of our customers will be bragging abroad to their heart’s content,” he said.
A second TV spot features holiday spammers, Dave and Sherri, discussing their well-documented trip to the Grand Canyon. Both commercials will run with supporting 30 and 10-second cut downs with a suite of executions running across cinema, video-on-demand, press, social and radio.
Out of home and digital out of home sites will be used to make an example of holiday spammers and prepare those left at home for more.
Three’s award-winning ‘Holiday Spam’ campaign promoted the brand’s offering that enabled customers to use their phones abroad at no extra cost.
Tracking the data usage of a group of customers abroad, the teams found that they used 71 times the amount of mobile data they would have used had they been charged as normal – mostly to post holiday snaps on social media.
The creative tapped into this finding, warning UK viewers to expect an onslaught of ‘holiday spam’ photos, thanks to the new offer.
The campaign featured a series of 60-second TV ads showing travellers sending clichéd holiday photos to friends and family members back home.
Using insight to drive awareness of their unique proposition and appeal to the emotions of their target consumers, the campaign led to a 90% increase in Three’s social conversation volume, higher brand metrics, and customers saving a collective £2.7bn on roaming charges.
