Three | Press office | Influencer

Dial Into The Future

A five-month campaign that saw us launch one of the most innovative new smartphones on the market – the wearable smartband from i.am+, the company founded by musician and entrepreneur will.i.am and made available exclusively through Three.

Combining fashion and tech credentials, The Dial is the first wearable smartphone to work independently from your phone. All housed in slick, smart design that embodies will.i.am’s vision of fashionology – making tech not just smart, but also sartorially superior.

The campaign kicked off with a media trip to will.i.am’s company, The Future, in LA in order to secure feature-led coverage.

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We then used London Fashion Week as a platform to create buzz around The Dial on Three. Key fashion, lifestyle press and influencers were given the opportunity to interview will.i.am at The Apartment.

LONDON, ENGLAND - MAY 11: Will.I.Am launches dial at Royal Albert Hall gig featuring special guests at Royal Albert Hall on May 11, 2016 in London, England. (Photo by Eamonn M. McCormack/Getty Images for i.am+) *** Local Caption *** Will.I.Am

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The Dial itself was then unveiled at an exclusive event held at the London club, The Box, where the likes of Wonderland, Monocle, Buzzfeed and Nation attended.

This was then followed by a public and news media launch at a Three store in Westfield where will.i.am was on hand to sell the first Dial. The photo-call was attended by the Daily Star, London Live, ITN, Entertainment Wise and Channel Five news. Coverage also appeared in the likes of the Huffington Post, The Sun and The Mirror.

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In addition to the launch of The Dial we went out with the announcement that will.i.am would play an exclusive concert at The Royal Albert Hall with tickets available via Three. The two back-to-back free concerts featured a number of special guests including will.i.am performing with The Black Eyed Peas – much to the delight of the press.

Over 150 pieces of quality news and features was generated combining a mix of press and broadcast coverage which resulted in 70,000 people registering on a waiting list for The Dial in the first couple of weeks.

LONDON, ENGLAND - MAY 11: Apl De Ap, Taboo and Will.I.Am of the Black Eyed Peas perform as Will.I.Am launches dial at royal albert hall gig featuring special guests at Royal Albert Hall on May 11, 2016 in London, England. (Photo by Stuart C. Wilson/Getty Images for i.am+) *** Local Caption *** Will.I.Am; Apl De Ap; Taboo