Three | Content | Experiential
October. The summer’s over, the cold sets in, the mornings get darker and let’s face it, we’re all a little down in the dumps. Luckily at Cow we had other plans, as we got to work helping Three and ZTE brighten up the dreary morning commute for tired Londoners, launching the network and smart phone manufacture’s #MagicTogether campaign, with the help of some magical… unicorns.
Forget the tube, train, bus or even Thames Clipper – for one week only we launched a unicorn cab service – UniCabs – offering London workers free lifts to the office, to inject a little sparkle into their day. The majestic horned creatures were brought on board to officially launch the new ZTE Blade 7 exclusively on Three, to make it right for busy workers fed-up of the same old journey to work. Passengers not only got a once in a lifetime chance to travel via unicorn, but also got an exclusive first look at the new device, snapping London landmarks as they went, something the average commuter usually takes for granted.
We generated listings coverage in the build-up to our unique service launching, advising unicorn lovers to book their UniCab by heading to twitter or emailing a dedicated booking address and boy did it pay off – we received over 1,000 requests to ride the Three and ZTE Unicabs, sending social media into a magical meltdown.
And that wasn’t all: on the day of launch our unicorns secured majestic coverage on metro.co.uk (with a casual 50,000 shares), independent.co.uk, mirror.co.uk, Grazia, MTV, City AM, Timeout and Comedy Central – which gave the idea true earned media lift-off, saw it genuinely ‘go viral’ and led to headlines all over the world.