Brand Slam: Vodafone vs. Three

In the latest Brand Slam we compare the brand experience strategies of two of the leading telecommunications providers - Vodafone and Three.

Vodafone and Three's brand experience marketing strategies are pitched against each other
Vodafone and Three's brand experience marketing strategies are pitched against each other


Event structure

Vodafone UK's brand and marketing teams are involved in events and experiential activations, with the person responsible depending on which part of the business the activity is aligned to. Grey UK is lead creative agency, with Wasserman Media Group working on experiential activity and MEC Global on digital and social activations.

Social footprint

Number of followers:

@VodafoneUK: 145,626

Vodafone UK Facebook: 808,721

Vodafoneuk Instagram: 872

Vodafone UK vine: 3,616

Recent campaigns

The 1984G street activation in Covent Garden took place in January, giving consumers an insight into the brand when it was started 30 years ago. Vodafone worked with content partners including Spotify and Now TV to create a Spotify Records store and a Now TV VHS shop.

Latest campaign

Vodafone is once again the headline sponsor of this year’s Capital Summertime Ball, which took place at Wembley Stadium on 6th June. The main campaign was called #TakeTheStage and pitted two unsigned YouTube stars against one another to win the chance to perform live at the Ball. Vodafone also built the ‘Red Lounge’ experience in the VIP hospitality suite, replicating the luxuries of the green room.


Event structure

Director of marketing Tom Malleschitz is responsible for all marketing activities, including brand and advertising. Cow PR handles experiential, while Brand & Deliver won a two-year contract in 2014 to provide content and production services at Three’s large-scale events.

Social footprint

Three UK has 116,000 Twitter followers.

Recent campaigns

Three bought a Taste of Spain to Bournemouth earlier this year, creating a giant Spanish flag on the city’s beach using 650-plus beach umbrellas, promoting its Feel at Home service. In April, Three sent a 50-seater Routemaster bus to the streets of Barcelona to celebrate its no-extra-cost Spanish usage plan.

Latest campaign

Three hosted a launch event at the Queen of Hoxton bar and club last month to promote its latest campaign.


Event says: Three’s international take is impressive but Vodafone packs more punch much closer to home.

More: Brand Slam: Smirnoff vs. Bombay Sapphire 

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