Three Ireland has been recognised as a great provider of personal connectivity solutions however, to drive sales and consideration in the B2B and specifically beyond mobile category, the business had a need and a desire to enhance perceptions of its reputation and offer.
Communicating the transformation of Three Ireland’s business offering and changing perceptions required creative thinking to really engage the target audience and position Three as a trusted communications provider.
Approach and Execution:
Typically, business campaigns focus on tried and tested traditional ways to engage the market; reports, testimonials and blogs. To truly break this mould and change perceptions of Three, we needed to do something big. Together Three and Arranmore, an island off the coast of Donegal, set to work to turn the tide of emigration and make Arranmore the most connected island in the world; a true demonstration of Three’s expertise in beyond mobile and as a thought leader.
To support this Drury developed and rolled out a fully integrated campaign. From building relationships on the ground months prior to the launch, identifying spokespersons in the community and building out a campaign that would tell Arranmore’s story and allow us to demonstrate Three’s position as a trusted partner and leading connectivity provider.
The PR campaign changed perceptions by communicating the partnership between Arranmore and Three, and the positive impact of this for Arranmore, and positioned Three as a trusted connectivity provider, leading the market.
The launch saw Ireland’s leading technology journalists visit Arranmore for the launch and deliver incredibly positive coverage on the positive impact this would have for Arranmore and Three’s abilities as a connectivity partner and as a trusted partner for B2Bs.
The campaign earned significant and sustained coverage across online, print, broadcast and digital channels, including driving positive commentary across social channels.
Our work with Three Ireland was awarded Best Public Relations Campaign Award 2020 at the Marketing Institute All Ireland Marketing Awards.