Page Three is back

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As part of Three’s Feel at Home campaign we brought back Page Three on April 1st. Instead of the usual suspect, we gave Barry, 53 from Huddersfield, the chance to show his off his moobs in The Sun. He was very happy to be with Three and use his phone in Spain this summer at no extra cost to share even more #holidayspam.

Prepare yourself for #holidayspam

My first project at W+K was to launch the second Feel at Home campaign for the mobile operator, Three. With Feel at Home customers could use their phones abroad at no extra cost in 16 destinations, with Spain (UK’s most popular holiday destination) joining in April. Since last year over 1 million customers have been spamming their friends from abroad. With even more destinations coming, there’s no stopping now. Prepare yourself.

We launched the fully integrated campaign with 2 x 60″ TVCs and then successfully followed up with cinema, radio, OOH, press, digital, CRM, social, in-store and experiential. Read more here.

Experience the breakthrough with Vype

We launched Vype e-cigarettes to place the brand as the first true alternative to smoking. This new category is dominated by poor quality products, leaving early adopters dissatisfied. In order to position our brand as the expert everyone’s been waiting for, we had to separate ourselves. By focussing on the emotional benefit rather than making rational claims we created the first brand smokers want to identify themselves with. The campaign was fully integrated: TV, OOH, press, digital, eCRM, social media, brand activation events and a complete website redesign. Read more here, here and here.