Two networks are better than one

VodafoneThree is launching its first joint campaign since Vodafone and Three merged earlier this year. Titled ‘Two networks are better than one’, the fully integrated campaign highlights the benefits customers are already receiving from both brands including more coverage, faster speeds and fewer not spots. Customers’ devices automatically connect to the best coverage available – whether that’s on the Vodafone or Three network – effectively giving them access to two networks at no extra cost.

Developed by Vodafone and Three’s creative partners, Leo UK and Wonderhood Studios, the campaign is united by one simple concept, that two networks are better than one. It marks the first time Vodafone and Three brands have shown up to consumers together. Each brand has its own authentic assets that echo the distinct personalities of the individual brands across channels including TV, OOH, retail, social, digital, which talk to each other and the same unified message.

Each brand will release a 30-second film, with voiceovers landing the core message of two networks coming together, and each featuring ‘Express Yourself’ by Labrinth as the soundtrack.

Today Three will unveil a film observing small life moments, as a camera is dropped into a British park. From two teenagers nervously waiting for a crush’s message to friends sharing memes with one another, the benefit of the two networks coming together means more opportunity for connection. The film from Wonderhood Studios, directed by Jack Driscoll through Academy Films and created by creative team, James Rafter and Myles Vincent will run across TV, VOD and cinema.

This will be followed on 12th September, with Vodafone UK debuting its film from Leo UK, directed by Rogue Films’ Max Fisher and featuring brand ambassador Roman Kemp. Acting as a warm, humorous guide, Roman links together everyday moments that depend on a strong network, from a father and daughter livestreaming a dance, to old friends keeping a chess match alive online. The 30-second film will run in digital first (YouTube) and across TV.

The campaign message will also come to life across the nation through a series of OOH activations featuring both brands. Vodafone UK and Three appear side by side in playful conversation, with copy lines such as ‘Two networks are better than one’ answered with ‘We totally agree’ and ‘Cheers to that!’. Launching on 15th September, the work spans national 48-sheets, roadside and rail placements, plus premium DOOH formats including the Cromination and a full tunnel wrap at London Waterloo - immersing commuters in the benefits of having access to the UK’s largest mobile* network operator.

The campaign will run across social and digital channels, alongside a partnership with The Guardian for both Vodafone and Three spanning print and display.

Media planning and buying for Vodafone and Three was handled by Carat and Zenith respectively.