3 launches new advertising campaign with silk

May 7, 2006

Mobile media company 3 launches a new integrated brand campaign this week, with the next in the series of its "West meets East" creative treatments. The campaign by WCRS takes the 3 brand to the next level of development - communicating 3's propositions to a broad audience as the new standard for mobile communications.

Silk is the first in a series of ads focusing on 3's core areas of communication, entertainment and information and will promote mobile TV, music and the internet as services that mobile users expect to get as standard on their phones.

Silk underlines the strength of 3's communication proposition. With the most advanced 3G network in the UK, 3 offers customers hours, rather than minutes of talk-time as standard.

Graeme Oxby, 3's Marketing Director commented: "3 is creating a new standard for mobile communications. Our customers expect to get music, TV, internet and other great content as standard plus a better deal for calls and texts. This campaign communicates 3's offer to a broad audience in a distinctive 3 style."

Silk has a "50s Americana" feel, refreshing 3's advertising theme with a flexible creative device that works through the line. The ad sees two lovers entwined in a stream of silk that binds them together on their separate journeys - emphasising the communication strand of 3's strategy.

Silk first aired on terrestrial and satellite channels on May 1st. Production is by Traktor and media buying by Mindshare. The TV work will be supported by extensive outdoor, online and in-store activity.

About 3

3 is a mobile media company delivering a convergence of communications, entertainment and information to customers on the move.

The three areas which form the core of its business are:

- Communications - including all forms of personal communications, voice and video calling; text, picture and video messaging; and mobile blogging.

- Entertainment - including television, music audio and video, computer games, and media publishing.

- Information services - including wireless web, access to the best of the internet and a range of news services.

3 UK is a member of the HWL group of 3G companies, which include 3G operations in Australia, Austria, Denmark, Hong Kong, Ireland, Israel, Italy and Sweden.

Three facts about 3:

- 3, a mobile media company, launched the UK's first 3G network

- 3 has over 3.5 million customers in the UK and over 11.9 million worldwide

- The 3 network offers national coverage for calls and texts, and over 88% population coverage for 3G services.