Campaign: 3 Summer Fun

Client: 3 Ireland

Partner: Thinkhouse PR

Brief: 3 Ireland wanted to develop a national campaign that would catch the attention of the public during the summer months. The campaign needed to stimulate in store activity and ultimately increase sales nationwide.

Solution: Imagine developed the ‘3 Summer Fun’ concept. The idea was to have a roadshow that would travel the country promoting 3’s current offerings. The campaign sought to position 3 as a fun brand who understood their consumers’ needs. A unique event design was developed to give maximum exposure to the campaign. We designed and printed all of the flyers, posters and campaign literature as well as developing the campaign microsite www.summerfun.ie. We also sourced and designed the Summer Fun beach packs.

Execution: Imagine fully kitted out each 3 store as a summer fun chill zone with fresh grass, sun loungers, parasols, beach towels and beach volleyball. Our bikini clad brand ambassadors sampled all of 3’s new service offerings. We added brand awareness to the campaign with the Brand Army Segways. A DJ was on hand in store to add to the fun atmosphere.

Results: A feel good atmosphere was created in every 3 store that the summer fun team visited creating a positive brand experience. Sales in each store saw an increase of over 30% on previous weeks. The campaign was an absolute success.