Consumer Behavior: Analyzing Three Mobile's Campaign Strategies

This report analyzes Three Mobile's 'Phones are Good' campaign, examining its approach to consumer behavior and advertising. The campaign aimed to counter negative perceptions of mobile phone usage. The report discusses the role of pictorial cues, such as the advertisement video linking historical events with present-day apps, in increasing recall and comprehension. It explores how the campaign used popular apps to create familiarity and build brand preference. Furthermore, the report investigates alternative methods mobile phone companies could use, based on information processing theories, to combat negative publicity. It also considers other advertisements using historical events and stories to communicate their message and their effectiveness. The report concludes with lessons learned and references used.

How do consumers learn
& adopt behaviors?
Three Mobile Reimagines History t
Assert that Phones are Good
CB2 - Group 8
Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang

TABLE OF CONTENTS
INTRODUCTION
Introducing of the
case context
LESSONS
LEARNED
Summarising the
lessons learned
from the case
Illustrating the main
issues raised in the
case
ISSUES
01 04
QUESTIONS
DISCUSSION
Answering the case
questions
02 03

01. INTRODUCTION
Mobile phone industryMobile Phones
Powerful inventions
-> Deeply impact and
change our lives
- Companies: EE, O2, Vodafone
- Three:
+ Started services in 2003
+ Focused on providing a superior
Internet experience
+ Carry 40% of the UK’s mobile data

02. ISSUES
Mobile phones criticism:
- Become more intrusive
- Resulted in excessive use
- Take over people’s lives
- damaging e ects of phones on
people’s physical, social, and mental
lives
-> Operators: come up with ways to overcome this threat and
minimize the impact of using phones are bad
-> Three: launched the campaign “Phonesare Good” to
challenge the debate against criticism.

Pictorial cues include: Advertisement video
- Depicting how events in the past could h
had di erent and be er outcomes had 
been smartphones
- Historical events are linked with present-d
apps: Instagram, Deliveroo, Snapchat,
LinkedIn, Tinder, Google Map
- Duration:
+ 2 min 30 sec in cinemas, Youtube
+ 30-60 spots on TV
- Out-of-home media: exhibition, historical
painting
-> Humorous twist, understandable
-> Repetition
03. What is the role of pictorial cues in this campaign in increasing the recall and
comprehension of the message?

03. What is the role of pictorial cues in this campaign in increasing the recall and
comprehension of the message?
The role of pictorial cues:
- Increasing recall of mobile phones and their
use in daily lives
- Increase comprehension because the
message are not di icult to understand and
has conveyed its own messages.
Outcome happened:
- Made an indelible mark on the audience’s mind
- Emphasize how important mobile phones are
in our lives
- Repair the reputation for mobile phones and
win bạc the trust of the general population.

03. Based on the information processing theories, what other methods could mobile
companies use to fight back against the negative publicity about the use of phones?
- Using KOLs or corporate with potential or
loyal customers to share capabilities
- Using hilarious news, advertisement, or
videos about using mobile phones
-> Focus on daily lives situation
-> Throughout those ads, mobile phones
should demonstrate the need for a telephone in
day-to-day life and how they are important in
our daily lives => By doing that, the companies can a ra
a ention from the customers, or the mobile
phone users and make those customers
interpret those messages, information
-> Successfully fight back against negative
publicity about the use of mobile phones.

Using popular apps like Instagram, Snapchat, and others
- Everybody could relate to the apps
- People use this regularly and they can recognize the
brand when they see it
- The brand can also provide experiences for the
consumers: understand and give the most suitable
advertisement, and information to their customers
03. Do you think using popular apps like Instagram, Snapchat, and others helped in c
more familiarity with the target audience, and did it help to build brand preference for T
=> How they can help
- Create and maintain awareness
- The target audience can be familiar with the brand
- Build preference for Three

AXE Peace | Call to Arms
“In a world filled with war, what is the
most powerful weapon?”
04. Think of other ads that have used historical events or stories to communicate the
message. Comment on the ad’s effectiveness in encouraging information processing
techniques.
adidas | Ready for Sport
“While the world waits… let’s remember…”
Budweiser '9/11 Tribute' Ad: Super Bowl 2011
In this Super Bowl 2011 commercial, the Budweiser
Clydesdales bow in tribute, with the Statue of Liberty in
the background, 10 years after the 9/11 tragedy.
=> The tragic events such as wars, environmen
problems, and cheerful events all have emotional
influence on the audience.

04. Think of other ads that have used historical events or stories to communicate the
message. Comment on the ad’s effectiveness in encouraging information processing
techniques.
Specifically: Nâng niu bàn chân Việt - Biti’s 2002
- Using impactful Vietnam’s historical events
- Reflect the evolution of Vietnamese
footwear associated with the country’s
development
- Loud and heroic music with symbolic images
-> connect well-known events with the products
-> arouse national pride
=> E ective:
● Audience would recall the product more
easily
● Deliver the message more e ectively
● Messages cary more weight

Use and connect with
social media platforms
Establish campaigns related
and familiar to customers
Take advantage of pictorial
cues
Use ads that have historical
events or stories
04. LESSONS LEARNED

04. REFERENCES
1. adidas. Adidas | Ready for sport[Internet]. YouTube. YouTube; 2020 [cited 2022May31]. Available from:
h ps://www.youtube.com/watch?v=Rwk5PdpTxSU
2. Axe peace: Call to arms (o icial extended cut) [Internet]. YouTube. 2014 [cited 2022May31]. Available
from: h ps://youtu.be/0Z38VrjdE_I
3. Budweiser '9/11 Tribute' AD: Super Bowl 2011[Internet]. YouTube. YouTube; 2016 [cited 2022May31]
Available from: h ps://www.youtube.com/watch?v=LyP0JsyvYnA
4. Nâng Niu Bàn Chân Việt (mẫu Quảng Cáo Của Biti’s năm 2002)[Internet]. YouTube. YouTube; 2012 [cited
2022May31]. Available from: h ps://www.youtube.com/watch?v=8U00KalRmTg
5. Mueller VT.Pictorial cues/visual supports (CR)[Internet]. SpringerLink. Springer New York; 1970 [cited
2022May31]. Available from:
h ps://link.springer.com/referenceworkentry/10.1007/978-1-4419-1698-3_1691#:~:text=Pictorial%20
ues%20or%20visual%20supports,videos%20that%20present%20information%20visually.