By now I’m sure you’ll have seen our new brand. We’re really proud of it, and what it stands for. It’s not just pretty pictures, it represents a warmer, simpler, more human Three.
But as well as focussing on the refresh of our brand and what that means for our 900 communication touch points, including our new website, we’re passionately committed to building an even better network.
Our 100% 3G network coverage is continuing to grow from 92.5% of the UK population in 2009, to over 98% by the end of this year. Network related issues continue to decrease dramatically, and almost 2.5 million more people around the country now have 3G coverage when they didn’t a year ago. The numbers are constantly improving, and we know that by the end of this year our network will comprise nearly 13,000 cell sites placing Three as a leader for 3G coverage.
That’s why we’re also delivering a brand new ad campaign, to bring to life the energy, dedication and effort behind our network programme.
We’d be the first to admit that in the mobile market, we’ve been the underdog. But that doesn’t mean that we’re any less determined to punch above our weight whenever we can – especially when it comes to network.
For our new campaign, we’ve taken our inspiration from a Hollywood classic that distils what it means to stay focussed on your goal while the odds seem stacked against you. And perhaps most importantly, triumph at the end of it.
Our campaign has a unique sense of humour – it’s a pastiche. But while we hope our execution will attract attention and cause people to reconsider us when they would otherwise have walked on by, the network message at its heart is absolutely serious.
We truly believe we’re building the best network for the mobile internet, and by the end of this year, we hope you’ll agree.
Take a look at our ad – it won’t be for everyone (I’m big enough and ugly enough to admit that!) but we think it’s a great representation of the blood, sweat and energy that is going on behind the scenes to really make mobile better for you.