To promote Three’s ‘All You Can Eat’ data offer, we wanted to change how people thought about data usage. We wanted to convince people that any sort of limit on your data plan in this day and age – as sold by a lot of other providers – is ridiculous. So we created a store that sold limited plans on another thing we need to use all we like – air.
The ‘Air Store’ launched on social media with a video promoting their range of plans, and on radio with an ad that encouraged people to check out these ‘air plans’ at their website airwebreathe.ie – really getting people to think about how ludicrous the idea of limits on things we need is.
This set the stage for our full campaign launch, featuring TV ads set in the Air Store, as well as large scale outdoor, radio and online activations.