Three’s belief is to challenge the mobile industry.Roaming charges suck and that’s why their Feel At Home tarriff has changed the game. With free roaming abroad now going from 18 to 42 markets globally including Germamy, Portugal and Greece, Three had something to seriously shout about, now hitting over a quarter of the planet with the proposition.
In conjunction with Three’s media partner KISS FM, we threw the mother of all beach parties in the world’s most popular destination for Brits abroad; Spain. Our mission ; get people taking selfies, and sending home that #holidayspam!
In order to bring the experience together, Vision Nine created an overarching retro travel themed experience to bring Three’s Feel At Home proposition to life. Their key message ‘Use your phone abroad at no extra cost’. The idea was to celebrate the glory days of travel in the 70’s and 80’s when it was as glamorous as it got, with a touch of decadence. VIP’s, journalists and vlogger Joe Sugg, (younger sibling to the internet breaking Zoella) were all whisked away on an immersive weekend, looked after by in-character themed staff, and being treated to travel related goodies throughout. This included a welcome meal and party at the legendary Pikes hotel, where the video for Wham’s Club Tropicana was famously filmed.
Part two of the experience was a more consumer focussed activation at the Ocean Beach Club venue in San Antonio, where KISS were broadcasting live. We themed the venue with a similar retro vibe, creating awareness for consumers, and focussed on a larger than life moement that would push people to take out their phones, and snap away. A three meter tall Three logo disco ball was floated above the pool, to celebrate the fact their customers could use their phones abroad at no extra cost, and provided the perfect pinnacle to the weekend.