Vodafone
Two networks are better than one
Featuring a hero 30-second film backed to the track Express Yourself by Labrinth, our new campaign “Two networks are better than one” champions how Vodafone and Three coming together can lead to more opportunity for connection for customers.
Context
2025 saw a landmark change for the telecoms category, Vodafone and Three officially came together after years of negotiations to create a new era of connection for the UK. The newly named VodafoneThree will invest £11 billion into businesses, cities and services over the next 10 years – creating one of Europe’s most advanced 5G networks. This will give millions of customers and businesses up and down the country a vastly superior mobile experience. This was our chance to tell the nation about what was coming and create a first of its kind campaign delivering a benefit to two sets of customers. While investment in the UK’s connectivity is on the way, customers could feel the benefits immediately by being able to use each other’s networks automatically, at no extra cost. The classic challenge with telecoms is what we refer to as the ‘wobbly air problem’. Our product, whilst a fundamental to everyday life and viewed by the UN as a human right, is invisible. Therefore, showing the benefit of ‘getting more of it’ meant we needed to find a way to put that in the context of everyday life for the nation to truly feel its impact.
The Insight
We knew talking to the technology wouldn’t mean much to the nation, so we needed a way to put it in a language they’d understand. More is always better. No one could argue with that, right?
Our Idea
Our solution was simple – to tell the nation that two is better than one, with access to two brilliant networks. Using our brand ambassador Roman Kemp as our loveable front-man, we show everyday moments from up and down the nation that depend on a connection. From Tik-Tok dances to online gaming, we took our idea from AV and beyond. In OOH we were even more explicit with our message, turning up with both brands in conversation side-by-side, with playful lines such as one brand ‘Two Networks are better than one’ and the other replying ‘Cheers to that’