How ’bout this for personalised marketing to your database – with video!!


Three creates 4,500 film variants starring CEO to send customers personalised 4G ad

Dave Dyson: Three's chief executive stars in personalised 4G adDave Dyson: Three’s chief executive stars in personalised 4G ad

Three chief executive Dave Dyson stars in a video that has been personalised for all customers by recording 4,500 name variants and will be sent direct to customers to promote Three’s 4G offer.

Customers who have a 4G device will be sent a link to a video via text when 4G comes to their area and each video will address the customer by their own name.

The campaign is the first time Three has used video to contact customers directly and it is the first piece of creative to star Dyson.

Despite starring the company’s chief executive, the creative still fits within Three’s whimsical marketing strategy that has featured in its #DancePonyDance and #SingItKitty ad campaigns.

Activity launches today and will run throughout the year as Three’s 4G spectrum becomes available in various parts of the country.

Three claims its 4G is now available in 36 major towns and cities, which will increase to 50 cities and 200 towns by the end of the year, and 98% of the population by the end of 2015.

by Matthew Chapman/marketingmagazine.co.uk

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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