A playful partnership between Three and the World’s most famous, elite gaming collective, The Sidemen to promote the brand’s new 5G credentials.
Three approached Unsigned to produce an influencer campaign that would bring their new brand position as ‘the UK’s fastest 5G network’ to life on social and in the real world.
Three launched a new 60-second tv ad that gave us a glimpse at a nearby future of a World powered by the UK’s fastest 5G network. The team wanted to ensure continuity to ensure the activation would amplify the campaign – not act as a stand-alone foot-soldier; another key consideration was how to make the concept of 5G relatable and accessible to the average UK consumer.
In one scene, three friends are immersed in a virtual gaming experience; each playing as their favourite character. We decided to take and evolve this concept into a playful and competitive treatment which had the ability to go viral.
Behzinga, Tobjizzle and Vikkstar from the World’s most famous, elite gaming collective, The Sidemen were recruited to take over the Three UK social media channels; taking to the streets of London and Birmingham to bring the new 5G brand positioning to life.
The concept was simple: a 5G Easter egg hunt. We dressed the collective in costumes inspired by each of the gaming characters from the TV spot, with a Sidemen twist. Posted clues as to their whereabouts and encouraged their fans to find and compete them against them in a series of 5G inspired challenges. The prize? £5000. That’s 5Gs of cold hard cash.
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