In Listening, Connection.
Method Toolbox
- Brand Positioning Frameworks
- Ideation & Innovation
Framing the Problem
Three had been the original upstart challenger in the Irish telco scene. They embraced new technology and disrupted the landscape by identifying the data-driven next generation of customers. But following the takeover of the O2 business, Three became the market behemoth. It needed a new strategy and positioning to guide the next phase of the brand journey.
Our Approach
A key insight was that the future of connectivity is about empowering people on their lifestyle quests. We identified a new generation of ‘tech progressive’ early adopters that were redefining ideas of positive uses for connection technology. We used this to embark on a brand purpose development process with the people at Three. Life is Better Connected was agreed as the new north star for the entire organisation. A subsequent ethnographic research study with tech progressives inspired a bold set of customer-driven ‘connected lifestyle’ innovations including a revamped store of the future.
The Breakthrough
Three have grown to become the number one telco in Ireland. Life is Better Connected has inspired award winning communications, a new product portfolio and a radical store of the future initiative.
![three-03](https://www.bricolage.ie/media/pages/work/three-mobile/9625f8f8d3-1701700470/three-03-1000x1000-crop-1-q90.webp)
![three-02](https://www.bricolage.ie/media/pages/work/three-mobile/9734964372-1701700471/three-02-1000x1000-crop-1-q90.webp)
Next Project
Yes Equality
![Yes Equality](https://www.bricolage.ie/media/pages/work/yes-equality/6d86c49ae2-1701700913/yes-equality-04-500x500-crop-1-q90.webp)
![Yes Equality](https://www.bricolage.ie/media/pages/work/yes-equality/6d86c49ae2-1701700913/yes-equality-04-500x500-crop-1-q90.webp)
![Yes Equality](https://www.bricolage.ie/media/pages/work/yes-equality/6d86c49ae2-1701700913/yes-equality-04-500x500-crop-1-q90.webp)
![Yes Equality](https://www.bricolage.ie/media/pages/work/yes-equality/6d86c49ae2-1701700913/yes-equality-04-500x500-crop-1-q90.webp)