B&D launches Three’s experiential tour

Three launched an experiential tour of eight major cities across the UK on March 12, to promote its new ‘Blackspot Banisher’ campaign.

Created by Brand & Deliver, the tour will began at Birmingham’s Bullring before heading on to high-footfall shopping centre locations in Liverpool, Reading, Cardiff, Bristol, Leeds and Newcastle, finishing in Manchester at the end of May.

Three’s new low frequency 4G Super-Voice signal ‘Kicks indoor blackspots’ ass’, travelling much further into buildings so customers can make calls, send texts and browse the net in places they couldn’t before.

The tour consists of a sports commentator that entices customers to a boxing-ring style stand, personalised for each location. They then have their photo taken wearing a purple boxing robe and making a punching motion, accompanied by a giant statue of the ‘Blackspot Banisher’ himself, Three’s purple furry leader Jackson. GIFs are created using the Samsung Galaxy S7 and customers are invited to share their image on social media for a chance to win the phone.

Hayley Lawrence, head of events at Brand & Deliver, said: “This experiential activation will support Three’s ATL campaign and educate consumers about the unique benefits of its new 4G Super-Voice signal.”

Jamie Green, lead communications manager at Three, added: “With Jackson heading up the campaign as the Blackspot Banisher, we’re getting the message out about our new 4G Super-Voice signal to consumers in a way that is both fun and easy to digest.”