Father’s Day is an occasion with mobile use at the heart of it – everyone picking up the phone to call or text Dad. So it’s the perfect opportunity for a brand like Three to say something.
What to say came from a simple truth everyone can relate to: Dads are terrible at texting. To bring this to life we created a video piece featuring people reading out real Dad texts – complete with misspelled words, misplaced fullstops and very random emoji use.
The piece was wrapped up with this simple brand message: ‘Some Dads aren’t great at texting. Give them a call this Father’s Day.’
We launched the content on Facebook accompanied by a competition inviting people to share their own #DadTexts for the chance to win a smartphone for their Dad.