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