3 Mobile: Free Your Laptop!
Campaign: Free Your Laptop!
Strategy, Social, Brand, Campaigns
UK mobile network 3 wanted to target university students with its next-generation mobile broadband solution. The Crocodile created the fictional campaign organisation ‘Students Against Laptop Captivity (SALC)’ to create an exciting discussion within the student community – and clearly establish the potential of mobile broadband in their lives.
A roadshow series of outdoor ‘rallies’ was run to bring the proposition to life at university campuses, while an accompanying online campaign generated additional sign-ups. Branded ‘SALC’ collateral created included the campaign website, emails, roadshow materials (placards, banners, flyers) – and even a branded VW camper van!
Over a four week period, the SALC campaign generated major interest in the student community, plus 34,000 unique visits to the website, which resulted in a 1% online conversion to full sign-up for mobile broadband, plus many more sign-ups in 3 retail stores.