The brief 

In its role as lead sponsor of Chelsea and having the UK’s fastest 5G network, Three transformed Stamford Bridge into the first Premier League’s 5G stadium. 

Our brief was to make this a national news moment and achieve coverage outside of the tech pages. 

Although the announcement on its own had some news potential, Stamford Bridge wasn’t the first 5G sporting stadium and this type of tech announcement had become wallpaper to tech media and had little resonance with consumer press. 

What we did 

Utilising Three’s partnership with Chelsea, we found five Chelsea legends, all of whom had ‘G’ in their name for launch: Geremi, Gianfranco Zola, Eidur Gudjohnsen, Rob Green and William Gallas. 

In essence, we launched Three’s 5G with five G’s… 

We hosted a media day at Stamford Bridge, capturing iconic photography of our legends as well as content that could be used on Three’s social channels.  

In addition, we hosted a select number of journalists who were able to speak to our legends, as well as representatives of Chelsea and Three who explained the ways that 5G would transform the fan experience and the club.

A tour of the stadium with the Three network team also ensured we landed key messaging about the intricacies of the installation and the benefits of Three 5G.

Mischief
Attention
Levers

Personal 

We played on the nostalgia of our Chelsea legends to make the announcement relevant and personal to our target media

Surprising 

Our mash-up of Chelsea legends in a usually dry tech launch made the activation surprising and engaging to media

Emotional

Our activation was humorous and made people smile!

Impact

  • 195 pieces of coverage 
  • 19 pieces of coverage in national media; both front and back of page 
  • 96% of coverage included key messaging about Three’s 5G 
  • 87% included Three in the headline 
  • 6k + engagements on Three social channels