Three Final

Generation Y

• Respond to Creative Communication
and Entertainment

• Love to be entertained through
Authentic, Irreverent and Creative
Content

‘’Get my attention, Keep my attention and
Tell me what to do’’









Commercial Survey Results

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

Three Vodafone Meteor 48 Go Eir Tesco

Conquer

*Generation Y Commercial Survey Carried out Dec 2015 on Oxygen.ie

*Generation Y Commercial Survey Carried out Dec 2015 on Oxygen.ie

53%
13%
22%
53%
53%

*Generation Y Commercial Survey Carried out Dec 2015 on Oxygen.ie





Connect to potential new customers
Develop already existing relationships with loyal customers

Three.ie



Previous Campaigns and
Clients in Detail



48 Go Conquer Facts
• No Brand Loyalty
• New Prefix 089
• 0% Market Share – Prior Campaign
• 12% of Market - Post Campaign

48 Go Conquer – Ireland’s only Mobile Network for 18 to 22 year olds

What we did? How we Achieved it?
• On Campus Promotions • 48 Included on all Campus Tours
• On Campus Mobile Activation • Outdoor Marketing, TV & Radio
• Nationwide Ambassador Network • Fun & Interesting Advertising
• Completely Student Focused

Examples of engaging mechanisms for potential Three.ie
Campus Promotions

• Colourful Promotional material design

• Engaging mechanic to match the expectations of the demographic (
Group engaging activities such as spin and win, Pass the Parsnip, Call
to Action on Social Media Platforms)

• Attractive Three.ie prizes, incentives and tickets ( Free Credit,
Complementary Entry to Three.ie Events, Three Products Giveaway)

• Possible differentiation of demographic through category
segmentation (Music, Food, Rugby, Football)



Staff will be informed and up to date with the message Three.ie
are trying to convey and what they would like to achieve

Training and Staff guidelines will be set out by Three.ie
and Generation Y Promotional staff to ensure that the
correct message is communicated

Three’s

By Three





• Advertise and Communicate with demographic through

Oxygen.ie, Ireland No.1 student website
• Create own Three.ie section to develop online

presence



Create your own customized Three.ie page

 Publish latest offers on Phones and Service
 Run Online Promotions and Competitions to

engage with the Student Demographic
 Promote Benefits of Service
 Push Notifications
 Real Time Campaign Management



Campaign Objectives

• Establish connection between Student Demographic and Three.ie
• Develop relationships with new and existing customers
• Customer engagement through competitions and incentives
• Use entertaining mechanisms to create and develop client

relationships
• Develop Three.ie presence and identity throughout young

demographic
• Create clear statement as why Three.ie is Ireland’s No.1 Mobile

Network