W+K creates #0800Fun campaign for Three
To celebrate Three’s trailblazing new plans that give new customers free access to 0800 numbers, Wieden+Kennedy London are helping Three launch a selection of fun 0800 numbers for people to call and enjoy, including a Singing Dictionary line, a compliments line, a sympathy line, a nicknaming service and a 24-hour lullaby line. The campaign communicates the idea that 0800 numbers were expensive and boring, making them free and fun. The numbers have also been whitelisted, allowing existing Three customers as well as callers from any other network to revel for a limited time in the same free entertainment Three customers can experience.
New research – conducted by YouGov – has found that mobile users are in the dark when it comes to the cost of making calls to 08numbers from their mobile phone, which are responsible for costing UK mobile consumers £600 million a year.
A series of three TV spots has been created to kick off the campaign. Showing the London Met choir singing from the dictionary in the grandiose setting of a cave (filmed in Wookey Hole in Somerset), the ad imagines what awaits callers at the other end of a free 0800 numbers. The TV is supported by OOH and digital activity, as well as a series of animations on a dedicated YouTube hub hosted at http://www.makethemostofthem.com, illustrating recordings of real calls to each of the novelty 0800 numbers. The TV ads were directed by Chris Palmer at Gorgeous and the animations were created by Layzell Brothers through Blinkink.
