In our weekly round up series, we’re taking a look at Three UK’s #MakeItRight campaign.
Three UK is a telephone network and Internet service provider in the United Kingdom, founded in 2003.
As part of a whimsical new integrated brand campaign from Three UK, we’ve been introduced to Jackson – a fuzzy purple Muppet from Jim Henson’s Creature Shop, with a the catchphrase “When stuff sucks, #MakeItRight.”
To East 17’s “it’s Alright”, Jackson and Three UK are on a mission to right the wrongs of things that suck.
The proposition is that Three are taking the negatives out of their customers’ experiences, by trouble-shooting the common sense issues they face, including;
- 4G at no extra cost
- An end to roaming charges in 18 destinations through Feel At Home
- Free 0800 calls
- All Three handsets sold unlocked
- Three inTouch allowing you to call and text over Wi-Fi
The Jackson statue (below) has been appearing in towns and cities to grant people free Wi-Fi, while special bus stops have been set up to offer commuters free phone charging.
— Three UK (@ThreeUK) June 12, 2015
With a simple hashtag bringing together the brand and people who are generally unhappy, Three UK can apply this new character’s plucky outlook to more than just mobiles. #MakeItRight effectively positions Three UK as a friendly problem-solver.
As hashtags go, #MakeItRight isn’t owned by Three UK the way other campaign hashtags can be owned by brands. That said, we’ve done our best to filter out the noise using our social listening tech partners Brandwatch. The campaign has been mentioned over 7,000 times since its launch on June 22nd. It has been mentioned over 500 ties a day consistently. However, due to the frank and disruptive use of copy, i.e. “When stuff sucks”, the algorithm we used recognised twice as many negative mentions than positive ones.
As well as the initial campaign video (above), there are more videos being hosted by the brand’s YouTube channel, including a mockumentary behind-the-scenes exclusive.
There are also social ads spoofing The Blair Witch Project. Watch at your own discretion!
As part of Jackson’s Twitter takeover, people who engaged witht he brand were treated to personalised messages from the Muppet himself. Check out what Jackson had to say to Fred (our own Simon Alexander’s Jackson-fanatic son!)
— Three UK (@ThreeUK) August 11, 2015
It’s a refreshingly no-nonsense approach that sees Three UK own up to the negatives of the space it occupies, earning its audience’s trust with humour and honesty.
The blend of media involved will ensure that Jackson and the people behind him are penetrating across TV, social and out-of-home.
Mascots can take on a life of their own, however (the annoying GoCompare.com man, anyone?) so Three UK need to keep their message of fun and friendly empathy on track, as this campaign progresses.
Over To You
What do you think? Have you spotted a clever campaign?