W+K London found an unusual way to encourage customers to “Go Roam” for Three Mobile.
A new CGI spot promotes the network’s feature allowing users to turn data roaming on while abroad. To do so, W+K London compares the “nervy” feeling of using your phone abroad on other networks with a wobbly baby giraffe. With Three, on the other hand you can turn data roaming on and “flaunt it.”
You know, like a giraffe-amingo. Wait, what?
The 30-second spot hinges on the reveal of the imaginary combination, created to embody the idea of “freedom,” and corresponding musical cue. The 30-second spot made its debut yesterday and will be supported by OOH, print, digital and social initiatives. You can expect more animal mash-ups in ensuing spots.
“This is the first in a string of animal mash-ups we’re launching for Three, with each one representing a different feeling of being on Three – in this case, freedom,” W+K London creative directors Dave Day and Larry Seftel said in a statement. “It’s been an incredible team effort to get to our final campaign and we’re really excited by the new visual world we’ve created.”
“Go Roam” follows Three CEO Dave Dyson‘s reveal of the new feature to Three customers on Facebook Live and a subsequent “Come Fly With Three” gameshow style event hosted by Paddy McGuinness. Created in collaboration with Cow PR, the event resulted in Three sending the entire audience on a trip to Las Vegas.