Three Mobile launched their youth mobile network 48 in 2012, targeting 18-22 year olds with a campaign that celebrated all it meant to be a Millennial at the time - partying, experimenting, rebelling. While it succeeded in recruiting this cohort in their droves at the time, by the time 2020 rolled around 18-22 year olds had changed significantly, with teenage smoking, drinking, sex and pregnancies at an all time low. We needed to reinvent 48 for a new generation and reintroduce an entirely new proposition to them at the same time. 

In a highly competitive market where ‘unlimited’ data is the norm, 48 decided to offer limited data but give customers the option to share, swap, save, borrow and donate their data. We created a brand idea that celebrated a new mentality, one we shared with Gen Z. The idea was Question It, a celebration of the inquisitive, challenging, disruptive mindset of our target and an introduction to 48’s anti-formula approach to mobile networks. The graphic look and feel was developed to mirror the way that young people share and consume media, mixed and fun. It was developed with the brand in consideration but the customer top of mind.

Campaign has only been live 4 months but results are promising so far:

Achieved a score of 65 among 16-24 year olds in Red C’s Red Star Index model, significantly above the telecom norm of 56. 

Scored particularly well on Affection and Brand Impact among our target audience - key indicators that the brand feels relevant to their generation.

YouTube completion rate 74.5%

Instagram Stories completion rate 30%

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