Thursday, August 4, 2011

Three launches ‘S’Up’ Campaign

Three have just launched their latest campaign with everyone's favourite music and reality crazy kids, Jedward. The campaign, which announces Three's new “All you can eat” data on Prepay, will hit TV screens tomorrow evening (5th August) and run for five weeks until 11th September 2011. The campaign uses 30 second placements on RTE, TV3, 3E, Sky packages, Comedy Central, MTV E!, Living and E4. Aside from the TV slots, the campaign will also run online rich media banners on yahoo, MSN, Ryanair, Facebook, and Skype. Finally, the campaign will also use targeted press advertising and special builds in Dublin’s city centre.

The campaign was developed by McCann Erickson and the TV ad was directed by Damien O’Donnell, who has directed the films; ‘East is East’, ‘Heartlands’, and ‘Inside I’m Dancing’, and produced by Russ Russell of Russell Curran Productions.

The TV ad features Jedward calling, texting and tweeting each other all day long. This may not appear unusual given the close bond the twins share, but what is different about Jedward is that they call text and tweet each other even when they’re in the same room, because it costs them nothing on Three Prepay. They can call each other to say hello or in Jedward’s case ‘S’Up?’ and make sure they don’t miss what’s going on even for a minute.

So we have TV, online and press so far, but the most interesting part of the campaign is the in-store POS and PR activity, which will focus on recruiting a third member of Jedward via on-street and social media auditions to spend a day with Jedward at a secret Three Ireland Jedward gig on 16th September. Lucky Three Prepay customers will receive a special Jedmail inviting them!

Commenting on the launch, Sales and Marketing director, Elaine Carey at Three, said: “We at Three are very excited to be launching ‘All you can eat’ data for our Prepay customers, marking another important first in the Irish market for Three. From Friday the 5th of August, Three Prepay customers can avail of the exclusive ‘All you can eat’ data price plan for the first time, giving unlimited mobile internet access, free any network texts, and free Three to Three calls, all for just €20 a month minimum top up. To celebrate this we are offering the Samsung Galaxy Europa on Prepay for just €49, an amazing price for a great Smartphone, with the ‘All you can eat’ data plan allowing Three Prepay customers to make the most of its enhanced social media functionality.”

Commenting on the launch, Emma Sharkey, McCann Erickson, said: “Jedward’s star power and their ubiquitous popularity will help Three to reach a larger prepay audience. Jedward’s youthful energy and innate sociability are a natural fit with the brand’s Prepay proposition. Three understands that people want the ability to stay in constant contact with their closest friends through texts, social sites and calls, without fear of burning through credit.”

For further information on Three, the new offer or the handset, just visit and be sure to follow Three on Twitter and Facebook.

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