Three ramps up ‘single-minded pursuit’ of brand strategy
Consistent use of a “red thread” of brand identity is bearing fruit for the brand, says director of marketing Aislinn O’Connor.
The latest brand campaign from mobile network Three represents the brand’s “single-minded pursuit” of its commercial and brand strategy, says director of marketing Aislinn O’Connor.
“Consistency for us has really been key to driving results,” she explains. “We can see as we have gone through the years that the campaigns have had more and more impact, so we can see the strategy working.”
The new campaign is an evolution of earlier messages under the firm’s ‘Life Needs a Big Network’ brand platform. The creative centres around two 30-second TV ads inspired by real-life stories and based on insights uncovered and refined though focus group research.
