So, you have probably heard 3 Ireland’s launch of All You Can Eat Data on the pre-pay network. A good news mobile story during silly season is bound to have legs in the business and technology press. We were on to Kate from 3 to get a slightly different angle – a handle on the marketing campaign they are going to run, what kind of investment they are putting behind it and where digital channels will be used.

It is a fully integrated campaign, starting on the 5th of August, and will run for five weeks until 11th September 2011. The advertising consists of 30 second TV advertisements on RTE, TV3, 3E, Sky packages, Comedy Central, MTV E!, Living and E4, online media is centered on rich media banners on yahoo, MSN, Ryanair, Facebook, Skype, targeted press advertising and special builds in Dublin’s city centre. The campaign was developed by McCann Erickson.

The TV ad, which features Ireland’s favourite twins, Jedward, was directed by Damien O’Donnell, who has directed the films; ‘East is East’, ‘Heartlands’, and ‘Inside I’m Dancing’, and produced by Russ Russell of Russell Curran Productions. The Three Ireland TV advertisement sees Jedward – John and Edward call text and tweet each other all day long. They are driving the message of free data home by showing inane and wasteful uses of data – they two of them are in the same room. They can call each other to say hello or in Jedward’s case ‘S’Up?’ The ‘S’Up Campaign will also be supported by in-store POS and visibility from the 5th August, and an intensive programme of PR activity, which will see the third member of Jedward recruited via on-street and social media auditions to spend a day with Jedward at a secret Three Ireland Jedward gig on 16th September.

This is likely to be 3′s biggest campaign of the year and is fully hinged on wresting the “at risk youth” away from Meteor and O2 by giving them what they want – 24/7 cost controlled internet.

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