3 ireland
THE BRIEF
Three is competing against major players in the broadband market, all of whom provide fibre broadband. The public has been conditioned to believe that fibre is the fastest, most reliable broadband option. We need to challenge the status quo and position our 5G broadband as a credible alternative to fibre
The Response
We know that the target already have fibre broadband with another provider, but may be thinking of moving for any number of different reasons. They don’t so much need a push as they need reassurance.
People think that fibre is the only way to have fast, reliable broadband, we know you don’t need wires.
The idea:
Some things need wires. Broadband doesn’t.
Large Format Outdoor
Radio Script 1
‘Godzilla’
SFX: Low hum of an airplane interior, ‘bing-bong’ of the tannoy
FVO: Goooood afternoon ladies and gentlemen, this is your pilot Catriona O’Shea.
Flight time today to New York will be in the region of six and a half hours. Weather in Manhattan is a bright and breezy 14 degrees.
The weather on route is looking like it’ll be nice and gentle for us today, with perhaps a small bit of turbulence in spots. Now if you look to the left you’ll just see us leaving the west coast of Ireland and, to your right you’ll see a lovely… giant… inflatable… lizard?
ANNCR: Some things need wires. Superfast broadband doesn't. Get the future of broadband with superfast 5G from three.
Three. For a better connected life.
Radio Script 2
‘Mr Schmuggles’
SFX: Clapping and cheering of a crowd of five-year-olds.
MVO: Well hello boys and girls and how are we today?
Crowd: Five-year-olds shouting out random things
MVO: Now I know you not here to see me, but your favourite puppet Mr Schmuggles, isn’t that right?
Crowd: Yeeaaahhhhhhh!!!!
MVO: Ok, well he lives in the rafters and he’s a little shy, so when I count to three you all shout ‘Come down Mr Schmuggles’ ok? One, two, three.
Crowd: COME DOWN MR SCHMUGGLES!
SFX: Heavy thud as the puppet hits the floor.
Crowd: Silence.
Child: He’s dead!!!!!
Crowd: Hysterical screaming.
ANNCR: Some things need wires. Superfast broadband doesn't. Get the future of broadband with superfast 5G from three.
Three. For a better connected life.
Activation/stunt.
The World’s First Wireless Bungee Jump
The idea of someone Bungee Jumping with no chord/ wire is already insane enough so, why not see if people will do it in real life. Three would set up bungie jumping towers in some of the areas with slower fibre speeds, then a actor playing a bungee instructor would ask people to jump with no chord. of course the people wouldn’t actually jump. Three would have a camera team set up to capture peoples reactions to being asked to jump with no chord, thus confirming that yes, some things are better with wires, but not superfast 5g broadband. All the footage captured would be edited in to a series of short form video content for social platforms.
