Greater Than One: VodafoneThree Shares First Campaign Since Merging

VodafoneThree is today launching its first joint campaign since Vodafone and Three merged earlier this year.

Created by Leo UK and Wonderhood Studios, and titled ‘Two networks are better than one’, the fully integrated campaign highlights the benefits customers are already receiving from both brands including more coverage, faster speeds and fewer not spots. Customers’ devices automatically connect to the best coverage available – whether that’s on the Vodafone or Three network – effectively giving them access to two networks at no extra cost.

The campaign is united by one simple concept, that two networks are better than one. It marks the first time Vodafone and Three brands have shown up to consumers together. Each brand has its own authentic assets that echo the distinct personalities of the individual brands across channels including TV, OOH, retail, social, digital, which talk to each other and the same unified message.

Each brand will release a 30-second film, with voiceovers landing the core message of two networks coming together, and each featuring ‘Express Yourself’ by Labrinth as the soundtrack. 

Today Three will unveil a film observing small life moments, as a camera is dropped into a British park. From two teenagers nervously waiting for a crush’s message to friends sharing memes with one another, the benefit of the two networks coming together means more opportunity for connection. The film from Wonderhood Studios, directed by Jack Driscoll through Academy Films and created by creative team, James Rafter and Myles Vincent will run across TV, VOD and cinema.

This will be followed on 12th September, with Vodafone UK debuting its film from Leo UK, directed by Rogue Films’ Max Fisher and featuring brand ambassador Roman Kemp. Acting as a warm, humorous guide, Roman links together everyday moments that depend on a strong network, from a father and daughter livestreaming a dance, to old friends keeping a chess match alive online. The 30-second film will run in digital first (YouTube) and across TV. 

The campaign message will also come to life across the nation through a series of OOH activations featuring both brands. Vodafone UK and Three appear side by side in playful conversation, with copy lines such as ‘Two networks are better than one’ answered with ‘We totally agree’ and ‘Cheers to that!’. Launching on 15th September, the work spans national 48-sheets, roadside and rail placements, plus premium DOOH formats including the Cromination and a full tunnel wrap at London Waterloo - immersing commuters in the benefits of having access to the UK’s largest mobile* network operator.

The campaign will run across social and digital channels, alongside a partnership with The Guardian for both Vodafone and Three spanning print and display.

Media planning and buying for Vodafone and Three was handled by Carat and Zenith respectively.

Maria Koutsoudakis, Chief Brand Officer, VodafoneThree, said: “Bringing together Vodafone and Three will create a new era of connectivity. As millions of our customers are already starting to enjoy the benefits of the combined networks, we moved at pace to bring a campaign which highlights the everyday moments that depend on a strong network coverage, while bringing the personalities of both brands to life across the country. More coverage, means more connections for the nation. This is the first campaign of a very exciting chapter for Vodafone and Three and we’re looking forward to capturing more moments that demonstrate how we’re improving connections in the UK.”

VodafoneThree is committed to delivering a new era of connectivity. Just weeks after announcing its unprecedented £11 billion investment plan in June, customers across the UK started to experience the benefits. In fact, more than 7 million Three customers have seen their 4G speeds boosted by an average of 20%, with some up to 40% thanks to the integration of combined spectrum as well as millions of Vodafone and Three customers enjoying the best of both networks at no extra cost. By bringing the networks together, VodafoneThree is unlocking greater capacity, eliminating 4G not spots and expanding 5G coverage across the UK. Together, these network improvements reflect the rapid pace at which VodafoneThree is transforming connectivity across the UK.

Mark Elwood, Chief Creative Officer, Leo UK, said: “When two great networks come together there’s one simple truth: two networks are better than one. Now that Vodafone customers can use Three’s network automatically and vice-versa, millions can enjoy the best of both.”

Aidan McClure, Chief Creative Officer, Wonderhood Studios adds: “Cheers to what Mark said! From more everyday moments of connection to more mobile phone behaviours – the campaign highlights how customers will benefit from both brands coming together.”

Credits

VodafoneThree team:

Chief Brand Officer: Maria Koutsoudakis

Lead Media Manager: Daniel Mogridge

Senior Marketing Manager: Natalie Goodall

Brand Manager: Ellie Rawding

Marketing Specialist: Sophia Armstrong

PR Manager: Ruth Sweeney

Agency – Leo UK

Chief Creative Officer: Mark Elwood

Creative Director: Gareth Butters

Copywriter: Anna Wilkins

Art Director: Clementina De Ruiter

Designers: Jo MillerCrow, Dave Allen, Kiko Wu, Matt Slater, Laura Franz, Carmen Perez Jimenez, Charlie Crosthwaite, Reiss Butlet, Gurcan Ergur

Planner: Jenika Tanqueray

Managing Partner: Marie-Louise Robinson

Business Director:  Charlotte Elwig

Account Director: Ella Gurdon

Senior Account Manager: Ellie Glover

Account Executive: Missy Maiklem

Senior Project Manager: Lucy Randel

Agency Producer:  Hector Murray

Media buying agency: Carat

Media planners: Kate Burrows, Laila Casey-Walsh, Charlotte Latham, Jamie Truscott Howell

Production:

Production company: Rogue Films

Director: Max Fisher

Producer: Dave Birchall

Editor: Hasani Franke @ Work Editorial

Post-Production company: Black Kite Studios

Audio post-production company: Factory Studios

Agency - Wonderhood Studios:
Chief Creative Officer: Aidan McClure
Creative Team: James Rafter and Myles Vincent
Managing Director: Sam Brown
Business Director: Andrew Wright
Senior Account Director: Eddy Yan
Account Manager: Sri Sai Mahendrasigamani
Head of Strategy: Joe Harris
Senior Producers: Stef Forbes
Assistant Producer: Anu Kogbodoku
Head of Art: Simon Elvins
Junior Designer: Josie Harrison

Production:
Production Company: Academy Films
Director: Jack Driscoll
Executive Producer: Gemma Paxton
Producer: Adam Farley

Production Manager: Erinn Fitzgerald
DOP: Jaime Ackroyd
 
Edit: Jonny Scarlett @ The Quarry

Sound: Ben Gulvin @ No8

Post @ Selected Works:

Grade: Nielsan Bohl
EP: Sean Costelloe
2D Lead: Greg Spencer
2D / Online Artist: Eileen Chan
DMP: Jordan Haynes
VFX Producer: Noa Vuagniaux