We needed to show that Three is the only network that enables their customers to use their phones abroad in 16 countries at no extra cost.
We noticed that when people are on holiday they love nothing more than bragging to people back home about their holidays (the sunsets, the beach feet, cocktails, the plane wings, the travel selfies...) By liberating our customers to use their phones abroad at no extra cost we realised that we would be adding to the epidemic – we needed a campaign that could tackle the problem we had inadvertently created.
A spoof public apology to the nation on behalf of our happy customers who are now using Feel at Home to post holiday spam abroad at no extra cost. The apology was made public through TV, online films, outdoor, print and social media. Post apology we then made a concerted effort to clean up our mess through a social media outreach campaign featuring a ‘tag a bragger’ competition.
Amongst existing Three customers using free roaming 36% ahead of Q2 target.
Amongst new customers there has been a 125% proportional increase in data roaming abroad.
Footfall up 3.9% in the month of the campaign vs. last year arresting a downward trend.
Online net sentiment score of +42 (on a par with Sing It Kitty and The Pony).