Sorry for
the Holiday Spam ads.

Three Mobile launched a new service allowing their customers to use their phones abroad for free. For many Brits travelling to Europe, as you could imagine, this was a big deal.

But rather than taking the straight approach, we decided to come at it from a different angle. Rather than celebrate the offer, we were going to apologize for it. 

But an apology wouldn’t be enough. We would have to take action and clean up the mess we made. 

We took control of social and launched a full offensive in an attempt to subdue the barrage of holidayspam. We attempted to educate our customers by pleading with them to ‘brag responsibly’.

The campaign was a huge success driving record sales, picking up a few pieces of hardware, and [holidayspam]  became a permanent part of the online vernacular.