Create a campaign that makes 3 Svergie stand out as a easy going phone operator in a fun way
- Developed a strategy and plan for how they should position themselves on the market
- Identified a new target group
- Art Direction
- Copy Writing
- Digital strategy
- Handover plan
This was our graduation project on Berghs School of Communication.
We saw two leading categories among the phone operators. The serious ones, they talk a lot about their internet coverage and adds a lot of drama to their communication they also have higher prices on their products. The second category is the fun ones. They talk about their about their cheap prices and have a lot of fun sketches.
In the beginning it was hard to place 3 Sverige on the phone operator "map". They are battling with the more "serious" operators to communicate their internet coverage while having a fun approach like the "fun ones". So our idea was to make a 3rd category (pun intended). "The easy and flexible ones" just for 3 Sverige. They were the only ones that didn't have a binding time for all their products and therefore we could create this new category were they could talk about their prices, coverage and binding time and show just how easy and flexible they are as a phone operator.
The target group we identified needed a more flexible and easy operator to match their lifestyle. People don't want to feel tied to their operator! A big problem we identified were the communication between people, and ghosting was a part of it. By tackling the ghosting problem we could show that 3 Sverige were a fun, easy and flexible phone operator.
In our digitized world, dating is increasingly about swiping right or left, and less about creating meaningful connections. With endless possibilities just a few taps away, many get caught in a cycle of fleeting thrills and inevitable disappointments.
But amidst all the chaos, there is still hope. At Tre, we don’t believe in unnecessary commitments, like being tied to your phone operator. We believe in genuine commitments between people. As an organization whose core mission is connecting people, we believe that fostering healthy communication is more important now than ever.
Anti-Ghosting
A campaign to break the ghosting trend once and for all.
Through a humorous campaign with clear relatability, we help Stockholmers end everything from casual dating to relationships in a more considerate way. With Anti-Ghosting, the public gains access to an SMS generator that crafts a breakup text tailored to their situation.
3 Sverige has now launched this campaign, the same idea with a little different execution.
Check out the results below.
The pictures on this page is from the final campaign and not our graduation project.
