Three: How The Perfect Surprise Won Christmas

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

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...

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