The ultimate globe-trotting journey is now achievable thanks to Three's unique roaming offering.
Three approached Somewhere Else as part of their Go Roam campaign. We were tasked with launching their ‘Feel At Home’ service which allows Three's customers to use their phone’s data whilst abroad in 60 destinations at no extra cost.
Partnering with experiential agency Ambient, our brief was to create a VR piece that potential customers could enjoy at key locations around the UK. Our challenge was to highlight the enormous benefits that free roaming brings to one’s travels in Three’s typically tongue-in-cheek style; inspiring awe, humour and overall positive engagement towards Three.
What we did
The message we wanted to convey was simple: the world is a beautiful place, when you get to see it! Without free roaming you’re either stuck in your stuffy hotel lobby searching for wi-fi, or deprived of the joys of sharing and staying connected when you need it most. Neither create a stress-free holiday.
Installed in London’s Westfield and Birmingham’s Bullring shopping centres, our ‘Never Settle’ VR experience brought the magic of multiple iconic destinations to life by taking shoppers on a five-stop world tour of spots where they could benefit from Three’s ‘Feel At Home’ service.
To create a sense of worry-free fun, we designed a fast-paced first-person animation, and had our comedy writer create a script for a narrator - a Steven-Toast like character - who knew where you would want to go and how you would get there. Just like your free-roaming mobile! Each viewer was transported to the carnival in Rio, Uluru in Australia, the lantern festival in Hong Kong and the Baywatch beach in Miami (the latter to coincide with the 2017 reboot of the film), with their phone giving them the freedom to roam around.
To capture data from shoppers we capitalised on the launch of Three's new half-giraffe, half-flamingo mascot. Having hidden the mascot in multiple scenes of the experience players had to find the mascot six times for the chance to win a Samsung Gear VR headset.
Across 4 days of activation there were queues in both shopping centres with more than 50% of players sharing their personal data. Thanks to its success Three is set to showcase the experience at multiple Three Mobile retail locations.
W+K, Mindshare, KineticWW
Sound & Music