KEY STATS

  • 2,654,109 social reach
  • 190k video views
  • 16,380 likes, comments and shares
  • 401 groups had their photos taken
  • 922 competition entries
  • 209 UGC uploads with the #holidayspam

THE BRIEF

Three wanted to spark a social conversation around the "Feel At Home" campaign and its core benefit of free texts, calls, and data when abroad. Factory Media created a heavily UK-focussed, immersive campaign which reinforced Three's brand messaging.

THE IDEA

With a nod to everyday London, we created a replica underground tube carriage sliced down the centre and encouraged the holidaymakers to step inside, snap selfies and upload to social media, thereby sending holiday postcards to their friends and family back home...at no extra cost.

THE EXECUTION

We took our tube carriage on a tour of key après ski bars in France, Austria, Italy and Switzerland, tapping into Three's target winter holiday demographic. A street team onsite encouraged people to upload photos of themselves ‘on the tube’ in the Alps, with the hashtag #holidayspam, to enter a competition to win a holiday. This was accompanied by Three branding on ads within the “tube" to convey the campaign message and was further supported by display activity across the Factory Media network.