Three mobile have been known for their quirky, share-worthy advertising for some time such as the singing cherry, the little moonwalking pony and of course the serious pug in a selection of knitted hats. Most recently Three have launched the ‘sing it kitty’ advert which features a little girl riding around on her bike with a cat in the front basket singing Starship’s rock classic “We Built This City”.
The campaign is driven by the tagline “We all need silly stuff”. It’s simple and it’s clearly an effective exercise in terms of brand exposure. The most ridiculous thing about the campaign however, is that although people love the adverts and can’t get enough of them, Three is one of the most poorly rated providers in terms of customer satisfaction; a quick scroll through Trust Pilot shows some damning reviews.
4G is also limited on the network and given that they were pioneers of mobile broadband, launching the first 3G network back in 2003, it seems they may be spending too much time making animals sing and dance and not enough time concentrating on innovation and customer satisfaction.
However, all that scepticism is immediately put to one side upon discovering that they have created a Sing it Kitty app, which takes out the little girl on the bike, and replaces her with you. The option to feature a couple of mates is also there and it’s all too compelling to not try.
Here are three familiar faces we tried out, solely for the purpose of this informative news post of course.
Watch Nick, Dan and James rocking out here.
They may not be making waves in other areas of the organisation, but Three sure knows how to engage an audience with great content.