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Three: Prompts increased consideration amongst audiences

In partnership with LoopMe

Three mockup

Advertiser: Three

Campaign Duration: 20 August - 14 September

Background: Three launched a pricing-led campaign to drive awareness and consideration of its mobile plans. The activity ran across Alight Media’s DOOH screens, with a focus on understanding the role of pub environments in driving campaign effectiveness.

Objectives:

  • Measure Three’s campaign performance across key KPIs: Ad Recall, Brand Awareness, Consideration, and Intent
  • Identify which audiences were most receptive to Three’s advertising on Alight Media’s DOOH screens
  • Understand the impact of pub-based DOOH exposure versus other locations

Brand awareness

Brand familiarity increased by 17% among individuals exposed to the ad in pubs versus those not exposed. This result was 2x above benchmark and was primarily driven by an uplift in the “very familiar” segment, demonstrating a strong impact on top-of-mind awareness.

Ad recall

Ad Recall delivered a 30% uplift among individuals exposed to the campaign in a pub environment, compared with those who saw the ad in other locations. This performance was 30% above benchmark, highlighting the strength of pubs as a high-attention environment.

Consideration

The campaign drove an 8% uplift in consideration to renew or switch to Three following ad exposure, performing 50% above benchmark. Notably, more individuals were considering switching provider rather than renewing (8% vs 5%), highlighting a clear market share growth opportunity.

Intent

Post-exposure engagement was strong, with the campaign driving active brand interactions. Viewers were more likely to discuss mobile networks after seeing the ad, followed by visits to the Three website or app - with nearly 1 in 10 taking this action.

+17%

Brand awareness

+30%

Ad Recall

+15%

Intent

+8%

Consideration

Methodology

LoopMe, an AI-driven campaign effectiveness tool, was used to measure how the DOOH activity influenced awareness, recall, perception and intent among audiences exposed to Alight Media screens.

To achieve this, GDPR-compliant mobile location data identified users likely exposed to Alight Media’s DOOH screens, alongside a matched control group unlikely to have seen the campaign. Both groups received mobile brand-lift surveys, allowing LoopMe to isolate and measure the uplift driven specifically by DOOH exposure.