3 Mobile: ‘Ridiculously Easy Email’ Campaign

Written by Igor Beuker on January 6th, 2009 | 3 comments

3 Mobile in the UK launched a piece of online content to promote their new mobile email service. The campaign was created by glue London. See 3 Mobile’s promoting online video Ridiculously Easy Email…

However it was clear from research groups that for many consumers ‘ease of use’ was the real barrier for what has previously been seen as a fairly niche service, therefore we wanted to communicate just how easy using e-mail on the full range of 3 mobile phones was, said creating agency glue London.

‘Easy Email’ was launched on three.co.uk as a homepage takeover which linked through to a bespoke landing page filled with our content, which is now a permanent demonstration of e-mail on 3.

glue London told: “Stylistically moving away from 3’s normal look and feel, the concept and design of both the page and video were pushed towards emphasizing the child like simplicity of the service by incorporating a really eye catching cut-out animation style, evoking a nostalgic simplicity.”

glue London also explained: “The work was loved by the client, who considers it up to be a great example of glue’s work for the brand, a perfect example creative for future briefings, blending strategic insight and engaging creative.”

I do like most pieces of glue’s creative work. But I just looked up 3 Mobile’s video results at YouTube: Uploaded at 15 December 2008, the video has realized only 11 clip views, 0 ratings and 0 comments in 21 days?!

Is the video that low interest, low awareness or not engaging at all? I don’t think so, since I have seen promotional online videos that were less compelling.

But why are the video results so low? Was all the online budget spent on homepage takeovers or banners? Is it a lack of seeding or social media marketing skills?

If your eyes observe the video results, your mind might say to you: it looks like “Ridiculously Slow Video”?!

Please help us out. Feed us some wisdom of crowds! What’s happening here?

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3 Comments

• Daan Jansonius says:

  January 6, 2009 at 13:27

  Maybe the ad was created for TV and therefor not given much attention online?

  There is one problem with the video I think – it’s not really share worthy. Whilst the video is creative and the execution is great, the message is hardly something you’d ‘ooooh’ and ‘aaaah’ over, just before you forward it to your friends.

  Reply
• Guy Bingley says:

  January 6, 2009 at 19:08

  Although the execution’s beautiful, it’s not that distinct from others in the sector – like the old W+K work for Nokia or even Carphone Warehouse’s doodling hands:

  http://uk.youtube.com/watch?v=FeG0UPpAjxo

  And at the same time, it doesn’t push the entertainment near as hard as an artist like PES (fast approaching 2m views):

  http://uk.youtube.com/watch?v=qBjLW5_dGAM

  Maybe that’s an unfair comparison because it’s delivering information as well as entertainment.

  But in online terms, the information isn’t that detailed or engaging. And maybe that’s more to do with the brand than anything else?

  It’s lovely work, though. Sorry to sound so negative

  Reply
• Igor Beuker says:

  January 6, 2009 at 23:47

  @Daan

  I don’t know if this is a TVc: does not look like it and would be pretty expensive, since its 60 seconds.

  Maybe the glue guys can tell us?

  Cheers

  Reply