The fight continues
Now there are only two operators left. Us and The Others.
Such read the manifesto heading of the new marketing concept which McCann developed together with the mobile provider 3 in the spring of 2012. The phrasing stems from the company’s original roots. With their revolutionizing 3G techonology and their cool image, 3 challenged an entire field as they emerged on the market nearly ten years ago.
First, we had to chisel out a brand strategy based on a combative stance. We then presented several concepts wherein one in particular stood out as having the necessary spark to seriously challenge the competition. This concept went under the working name of “The man from 3” and was strucured around the hero who is always on the costumers side and is being constantly chased by “The Others”. It was launched on TV in March 2012 and surpassed all expectations. Polls revealed record-high numbers for both sender connection as approval and considerability gave the new concept a flying start.
The fight for more satisfied costumers continues on.