Three 'superhero' campaign to tour the UK

A campaign launched by mobile provider Three, which aims to urge Ofcom to impose a 30% cap on the amount of airwaves that is owned by any one network, is touring the UK.

Three Mobile: superhero projection campaign
Three Mobile: superhero projection campaign

Three UK and other telecom companies are backing the 'Make The Air Fair' campaign, which is encouraging consumers to show their support by sending a letter direct to Sharon White, CEO at Ofcom, the telecoms regulator. White has been transformed into a superhero in a bid to get her to use her powers to bring about change in the mobile industry, with a message that she is the only woman in the country who has the power to create a level playing field in the upcoming spectrum auction.

The campaign, which launched in London at the end of November, involved projecting a superhero cartoon version of White onto landmarks and buildings across the UK, including the Tate Modern, National Portrait Gallery and the offices of BT. The same projection was beamed onto various other London locations and is now touring the rest of the UK, and is due to appear at various locations including Manchester, Cardiff, Bristol, Newcastle and Glasgow.

In addition to the projections, a ‘human drone’ depicting White in full superhero costume will also be flying across the skies stopping at six different landmarks in the UK, including Harlech Castle in Wales, Loch Ness in Scotland, Giants Causeway in Northern Ireland, the Angel of the North in the north east, Brighton Pier in south England and the Eden Project in Cornwall in the south west.

Smaller stunts will also be taking place, such as clean graffiti to be displayed outside Three stores and across other high footfall areas including London, Bristol, Cardiff, Newcastle, Manchester, Slough, Maidenhead and Glasgow.

Lianne Norry, director of brand and comms at Three, said: "The Make The Air Fair campaign is such an important initiative for us, as we already have a huge imbalance in the mobile airwaves and it needs to be addressed before it’s too late for consumers. We therefore wanted to make as much noise as possible to really get consumers, and of course, Sharon’s attention.  Sharon is one of the most influential people in the UK and has the power to do the right thing here. We felt that there was some fun that could be had with this and we wanted to elevate her and her role in this decision.

Norry added that the range of creative activations sees Three campaigning at grassroots level to grab consumer attention in a fun and engaging way. "We needed something that would catch people’s attention enough to get them to take action and support this important cause," she said.

The campaign is founded by Three UK and supported by TalkTalk, CityFibre, the Federation of Communication Services and Gamma.

Three recently devised a Snapchat-based activity across its stores in the UK and in the summer, gave away free holidays via a travel agency pop-up at Westfield Stratford. 

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