To create a brand purpose for Three and launch a nationwide awareness campaign to recruit more people to the UK telecoms network.

As a challenger in the mobile market Three need to punch above their weight to cut through. We defined their brand purpose – to ‘Make It Right’. This wasn’t just an ad slogan, it was also a mission. A mission to transform the mobile industry, driven from the top of the company right through to the customer. Three’s call centre staff are now trained in how to ‘make it right’ for customers, and the phrase has entered the language of sales staff throughout the entire organisation.
The campaign launched with a 90″ TV spot which introduced the country to Jackson, the new face of the brand. Jackson is a lovable puppet, who was once downtrodden and treated unfairly, just like many mobile customers. He tells the story of how Three is taking a stand by making it right for customers, for example by tackling roaming fees and offering 4G at no extra cost.