Somewhere along the way, Three has lost its why.
They have stopped being ‘themselves’.
And without a story to guide them (and to rope them in when they veer off the tracks) they have become inconsistent, focusing on quick wins within the category.
In fact … they have become obsessed with the category
All to the detriment of the customer.
We started with a problem definition to crystalise what was wrong with 3’s brand. We then developed 9 routes in 1 week through our community. We showcased these routes to the business in multiple workshops run by our community to identify which route resonated most strongly and then refined to 1 winning route which was taken to the board and signed-off.
‘Free the Fun’ is now 3’s global purpose and central to all consumer communications and internal stakeholders