Title	5G IS IN THE HOUSE
Brand	THREEUK
Product/Service	5G HOME BROADBAND
Category	D04. Digital Installations
Entrant	GRAVITY ROAD London, UNITED KINGDOM
Idea Creation	GRAVITY ROAD London, UNITED KINGDOM
Media Placement	MINDSHARE London, UNITED KINGDOM
PR	PRETTYGREEN THINGS LTD London, UNITED KINGDOM
Production	DIMENSION London, UNITED KINGDOM
Production 2	PIXEL ARTWORKS London, UNITED KINGDOM

Name	Company	Position
Seb Royce	Gravity Road	Executive Creative Director
Max Lom-Bar	Gravity Road	Creative
Max Lowe	Gravity Road	Creative
Chase Armitage	3RUN Media	Director

Why is this work relevant for Brand Experience & Activation?

5G is in the house was a Home Broadband launch like no other. A pulsing neon floating house, in one of London’s buzziest and busiest spots on London’s Southbank. Featuring first of a kind holographic performances from some of the internet’s rising stars. We let the public know that the future is now with 5G Home Broadband on Three.

Background

In the telco battle for the best 5G, every competitor needs to prove their might. Three are building the UK’s fastest 5G network with more 5G spectrum than any other UK mobile operator. That means way more data, moving way faster. Three 5G Home Broadband is revolutionising the way we game, stream and live our lives. Gaining awareness and reach for Three’s next-level 5G required a next-level activation that was bolder, faster, stream-ier than any other 5G launch. Pulling off an unbelievable world-first allowed us to create enough noise and excitement to drive consideration for Three’s new 5G Home product.

Describe the creative idea (20% of vote)

Give our young audience a tantalising glimpse of what the future could hold, by creating something awesome that linked the idea of Three’s 5G to a home setting, something they could film and share on social, and which pushed the boundaries of technology, just like Three’s 5G itself. It needed to be something that conveyed the exciting, super-fast, lag-free possibilities of a 5G future in a way that would be relevant, compelling and super-grammable (obvs). Three’s customers are seriously into the Internet (more than users of any other network), are big gamers and love their music and sports too. So we looked to work with Internet stars they knew and loved and create something truly special that they’d want to talk about.

Describe the strategy (20% of vote)

5G on Three has the potential to change everyone’s life. The possibilities of 5G need to be tangible and easy to understand for our audience. So the benefits were demonstrated through key passion points for our target audience: music, gaming and sport. The activation gave our audiences a glimpse of their connected future with 5G. As well as communicating the 5G message, we had another challenge to overcome. Three is more associated with mobile, rather than Home Broadband. How did we overcome that? With a floating neon house, of course.

Describe the execution (30% of vote)

In central London, we created a huge, futuristic, neon-lined ‘house’ surrounded in digitally programmable LED strips that, with it’s base clad in mirrored surface, appeared to float in the night sky. But even more interesting than the physical structure itself, was the holographically projected content going on inside. In it we showcased mixed reality performances from life-sized holograms of internet-famous-stars, each celebrating Three’s high-speed 5G broadband, gaming, singing, performing tricks and internet-ing together. The electrifying original content turned each of them into supercharged CGI avatars. Working with 5 projectors to recreate volumetrically captured content, the holographic show demonstrated the revolutionary change that 5G will have through a series of metaphors. London music sensation, RAYE was seen DJing at heightened speeds; internet gaming star Vikkstar battled buffering symbols at lightning speed; whilst football freestylers Liv Cooke and Andrew Henderson showcased 5G with stunningly quick footwork to signify limitless downloading speeds.

List the results (30% of vote)

This holographic projection shone out into the surrounding crowds, augmented with a banging soundtrack and a chimney puffing out smoke. You couldn’t miss the Three 5G House from across the river or two bridges away! This meant our house drew in some epic results: - +5M people reached by the social + talent content - 93% of press coverage included Three 5G messaging - 100% positive press coverage sentiment - Press articles included Metro, The London Evening Standard, Campaign - 131k views of press coverage - Killer results on social content including +68k engagements on talent + feed posts