There are a few sore heads in the agency today as last night was a big success for us and the Three team. It was the IPA Effectiveness Awards and we won a silver award for the Three ‘#holidayspam’ campaign. This can now be added to the host of other awards that Nick Exford has stashed away somewhere.

The winners supplement highlighted the results gained by the campaign for Three.

Research showed that the campaign led to Three being viewed as more appealing and customer-friendly, with its roaming policy identified as a reason for users to stay with the company. At the end of 2014, Three reached an all-time high, claiming 10.4 million UK customers and 13.3% market share. According to econometric analysis, the campaign delivered a net profit return conservatively estimated at £1.46 for every £1 invested.