CASE STUDY Three Mobile Reimagines History to Assert that Phones are GoodMobile phones, one of the most powerful inventions, havedeeply impacted and changed our lives around the world.As the popularity of cell phones increases, they continuedeveloped about the negative effects of phones. Many argu-ments have been put forth in this regard, including a generalrhetoric about the damaging effects of phones on people'sphysical, social, and mental lives. Operators try and come upwith ways to overcome this threat and minimize the impact ofthe arguments against cell phone usage. Thus, Three launchedits campaign “Phones are Good" to challenge the debate that"phones are bad". The campaign depicted how events in thepast could have had different and better outcomes had therebeen smartphones.present day smartphone features and apps. Three partneredwith apps like Instagram, Deliveroo, Snapchat, LinkedIn,Tinder, and Google Maps. Each app had a featured eventlinked to it, and its utility through smartphones was estab-lished. Samsung was the overall campaign partner.The advertisement begins with a typical present-dayscene of a woman scrolling through her phone when she isbombarded with messages that phones are bad. The voice-over then questions if life was better without phones andthe visuals present a series of reimagined historical events.The first event narrates the tale of the Titanic, and how itto become more intrusive in nature. There has been a ris-ing criticism about the excessive use of mobile phones andhow they have taken over people's lives. Nonetheless, thenumber of service providers continue to increase globally,and the competition is stiff.In the United Kingdom, there are many mobile phoneoperating companies with the main players being EE, 02,Three, and Vodafone, along with other service operators linkedto these four. The most popular company is EE, which has themaximum number of operators linked to its network. Threeprovides its network to iD Mobile. Three UK started its ser-vices in 2003 and is strongly focused on providing its custom-ers with superior Internet experience. Three carries over 40percent of the United Kingdom's mobile data traffic and wasthe first company to offer unlimited data. At the 2017 uSwitchMobile Awards, Three was voted as the United Kingdom'sBest Network for Data.139 More laurels were won by Three at141 These historical events were linked tothe uSwitch Broadband and Mobile Awards, 2018. It was votedas the most popular mobile network in the United Kingdom aswell as the best network for roaming. 140Mobile phone companies not only face stiff competitionfrom each other, but also from the media narrative that hascould have been saved if the captain had used Google mapson his phone to navigate. Using the app, he could haveavoided collision with the iceberg and thus, saved lives.This reinforces the argument that “Phones are Good." The second scenario shows cavemen being saved from starva-tion in extreme cold as they are able to order pizza throughDeliveroo. It is followed by the depiction of Henry the VIII,and how the lives of many of his wives could have beensaved if he were able to choose the ladies using Tinderon his phone. With a humorous twist, the fourth instancepresents how Eve resists the invitation of the serpent toeat the forbidden apple. Since she is busy eyeing Adamon Instagram, she is not interested in the apple and avoidscommitting the sin. The fifth scenario shows the RomanEmpire being saved as people are able to appoint a leaderthrough endorsements received on LinkedIn by using theirthe audience's long-term stored memories of the past eventsto current propositions and beliefs about negative publicityof mobile phone usage, and the audience's familiarity withpresent-day popular apps.The duration of the advertisement was for two-and-a-half minutes and it was rolled out in cinemas and YouTube,and 30-60 spots were broadcast on the television. The cam-paign also used out-of-home media involving exhibitionsof historical paintings redone with mobile technology. Thecompany declared the best aspect of the campaign was thatat a certain level, everybody could relate to it, whether itwas for ordering food online or using Google Maps fordirections. Phones have made life easier and simpler, whichis what the message of Three was for its target audiencewho are heavy data users. Although it was a fun and humor-ous campaign, Three also maintained an element of gran-diose in the depictions through its production efforts. Thiswas because Three wanted to target the more mature audi-ence, which its research had shown would better respondto premium production values and which would help buildbrand preference.smartphones. The last event shows how Moses parts theRed Sea with his shaft and a follower from the crowd startsto film it on Snapchat. The follower declares that throughhis snapchat story people would get to see the miracle andbelieve that it truly happened.To reinforce the message that "Phones are Good," Threehas creatively used those narratives from the past that havemade an indelible mark on the audience's mind. It is interest-ing to note how the campaign used various aspects of infor-mation processing: from using pictorial cues to stimulate142DISCUSSION QUESTIONSCS 4-3 Do you think using popular apps like Instagram, Snapchat, and others helped in creating more familiaritywith the target audience, and did it help to buildbrand preference for Three?CS 4-1 What is the role of pictorial cues in this campaignin increasing the recall and comprehension of themessage?CS 4-4 Think of other ads that have used historical eventsCS 4-2 Based on the information processing theories, whatother methods could mobile phone companies use toor stories to communicate their message. Commenton the ad's effectiveness in encouraging informationprocessing techniques.fight back against the negative publicity about the useof phone?

Question

CASE STUDY Three Mobile Reimagines History to Assert that Phones are GoodMobile phones, one of the most powerful inventions, havedeeply impacted and changed our lives around the world.As the popularity of cell phones increases, they continuedeveloped about the negative effects of phones. Many argu-ments have been put forth in this regard, including a generalrhetoric about the damaging effects of phones on people'sphysical, social, and mental lives. Operators try and come upwith ways to overcome this threat and minimize the impact ofthe arguments against cell phone usage. Thus, Three launchedits campaign “Phones are Good&#34; to challenge the debate that&#34;phones are bad&#34;. The campaign depicted how events in thepast could have had different and better outcomes had therebeen smartphones.present day smartphone features and apps. Three partneredwith apps like Instagram, Deliveroo, Snapchat, LinkedIn,Tinder, and Google Maps. Each app had a featured eventlinked to it, and its utility through smartphones was estab-lished. Samsung was the overall campaign partner.The advertisement begins with a typical present-dayscene of a woman scrolling through her phone when she isbombarded with messages that phones are bad. The voice-over then questions if life was better without phones andthe visuals present a series of reimagined historical events.The first event narrates the tale of the Titanic, and how itto become more intrusive in nature. There has been a ris-ing criticism about the excessive use of mobile phones andhow they have taken over people's lives. Nonetheless, thenumber of service providers continue to increase globally,and the competition is stiff.In the United Kingdom, there are many mobile phoneoperating companies with the main players being EE, 02,Three, and Vodafone, along with other service operators linkedto these four. The most popular company is EE, which has themaximum number of operators linked to its network. Threeprovides its network to iD Mobile. Three UK started its ser-vices in 2003 and is strongly focused on providing its custom-ers with superior Internet experience. Three carries over 40percent of the United Kingdom's mobile data traffic and wasthe first company to offer unlimited data. At the 2017 uSwitchMobile Awards, Three was voted as the United Kingdom'sBest Network for Data.139 More laurels were won by Three at141 These historical events were linked tothe uSwitch Broadband and Mobile Awards, 2018. It was votedas the most popular mobile network in the United Kingdom aswell as the best network for roaming. 140Mobile phone companies not only face stiff competitionfrom each other, but also from the media narrative that hascould have been saved if the captain had used Google mapson his phone to navigate. Using the app, he could haveavoided collision with the iceberg and thus, saved lives.This reinforces the argument that “Phones are Good.&#34; The second scenario shows cavemen being saved from starva-tion in extreme cold as they are able to order pizza throughDeliveroo. It is followed by the depiction of Henry the VIII,and how the lives of many of his wives could have beensaved if he were able to choose the ladies using Tinderon his phone. With a humorous twist, the fourth instancepresents how Eve resists the invitation of the serpent toeat the forbidden apple. Since she is busy eyeing Adamon Instagram, she is not interested in the apple and avoidscommitting the sin. The fifth scenario shows the RomanEmpire being saved as people are able to appoint a leaderthrough endorsements received on LinkedIn by using theirthe audience's long-term stored memories of the past eventsto current propositions and beliefs about negative publicityof mobile phone usage, and the audience's familiarity withpresent-day popular apps.The duration of the advertisement was for two-and-a-half minutes and it was rolled out in cinemas and YouTube,and 30-60 spots were broadcast on the television. The cam-paign also used out-of-home media involving exhibitionsof historical paintings redone with mobile technology. Thecompany declared the best aspect of the campaign was thatat a certain level, everybody could relate to it, whether itwas for ordering food online or using Google Maps fordirections. Phones have made life easier and simpler, whichis what the message of Three was for its target audiencewho are heavy data users. Although it was a fun and humor-ous campaign, Three also maintained an element of gran-diose in the depictions through its production efforts. Thiswas because Three wanted to target the more mature audi-ence, which its research had shown would better respondto premium production values and which would help buildbrand preference.smartphones. The last event shows how Moses parts theRed Sea with his shaft and a follower from the crowd startsto film it on Snapchat. The follower declares that throughhis snapchat story people would get to see the miracle andbelieve that it truly happened.To reinforce the message that &#34;Phones are Good,&#34; Threehas creatively used those narratives from the past that havemade an indelible mark on the audience's mind. It is interest-ing to note how the campaign used various aspects of infor-mation processing: from using pictorial cues to stimulate142DISCUSSION QUESTIONSCS 4-3 Do you think using popular apps like Instagram, Snapchat, and others helped in creating more familiaritywith the target audience, and did it help to buildbrand preference for Three?CS 4-1 What is the role of pictorial cues in this campaignin increasing the recall and comprehension of themessage?CS 4-4 Think of other ads that have used historical eventsCS 4-2 Based on the information processing theories, whatother methods could mobile phone companies use toor stories to communicate their message. Commenton the ad's effectiveness in encouraging informationprocessing techniques.fight back against the negative publicity about the useof phone?

Accepted Answer

Marketing campaigns when done on large scale have different objectives that the company is trying to…