Three: How The Perfect Surprise Won Christmas

Agencies: Boys and Girls, MediaVest

Introduction & Background

In July 2014, everything changed for Three Ireland. They had purchased O2 Ireland in a deal worth €780m, growing their market share from 9% to 34% by acquiring approximately 1.5m active customers. The takeover was a huge investment, repositioning Three to rival the market leader, Vodafone. But for it to be commercially successful, we had to keep the numbers up on both the Three and O2 customer bases until March 2015, when the O2 brand would cease to exist and its customers would migrate to Three.

Although other marketing plans were underway to specifically ensure retention of the combined Three and O2 customer bases until brand migration, any activity undertaken by Three before March 2015 had to have one eye on the future. In the run-up to Christmas 2014, O2 had been experiencing negative net porting 1, meaning they were losing more customers than they were gaining. With the most important sales period of 2014 - Christmas - approaching, Three's campaign would have to work even harder than usual to deliver positive net porting (acquiring new customers) to continue to grow the Three business and offset any loss on the O2 base.