Three launched as UK’s first 3G network and tech trailblazer. Yet despite its nine million customers and 97% UK coverage, many still felt Three came with some old, negative baggage. They were the fourth player in the market, suffering from lack of awareness and affection. In order to grow their business and make people care about them, Three needed two things: brand fame and brand love.
What we did
As the network built for the internet, we wanted to show that Three is the company that knows it best. People increasingly use their mobiles to share content to make each other smile. To make it clear that Three knows the importance of connecting people, we decided to make a stand for the internet’s silly stuff. To create buzz, we launched the moonwalking pony with high impact TV and digital media. We combined a lovable piece of TV content with an infectious, populist music track, together with the ability to mash up and share your own versions. The Pony Mixer was built as a single responsive site that works seamlessly across mobile, tablet and desktop.
The campaign generated 1.5 million YouTube views after the first weekend and over 20 million to date. 95% of people who were sent the film shared it with someone else. There were over 1.3 million ponies generated via The Pony Mixer. During the 17-day campaign, there were 190,000 Tweets using the campaign hashtag #DancePonyDance and a grand total of over 100 million impressions. Positive online sentiment towards the brand increased by 67% and Three left the world in no doubt that they are the network built to bring you the stuff you love.