VodafoneThree Brand Chief on Uniting 2 Networks and 2 Creative Agencies

​VodafoneThree has launched its first joint campaign since Vodafone and Three merged earlier this year. Titled ‘Two networks are better than one’, the fully integrated push is the first time the two brands have stood side by side in the market, highlighting the benefits customers are already experiencing from the combined networks: more coverage, faster speeds and fewer not spots.

Developed by Leo UK and Wonderhood Studios, the campaign spans TV, cinema, OOH, retail, social and digital. Vodafone’s film, directed by Max Fisher through Rogue Films, features Roman Kemp as a humorous guide through everyday moments that rely on strong network coverage. Three’s spot, directed by Jack Driscoll through Academy Films, focuses on authentic small life moments in a British park. Both films feature Labrinth’s track ‘Express Yourself’.

For Maria Koutsoudakis, chief brand officer at VodafoneThree, the collaboration was designed to reflect both individuality and unity. “The key thing here is the structure of the campaign was designed jointly,” she says, speaking with LBB. “And then within this each brand and agency had the opportunity to ensure this was executed to the truest expression of the brand. The audience segmentation of the brands helped ensure the end product spoke to each brand’s target audience.”

She explains that co-creation between the agencies was central: “The collaboration between Leo UK and Wonderhood Studios was structured to foster genuine co-creation rather than compromise. Joint briefing sessions and shared ownership of the creative direction were facilitated through new meetings called ‘creative sprints’, where both agencies presented ideas collaboratively. Strategic oversight from brand leads across both brands ensured alignment with brand values. Working within partnerships is something the teams at both Vodafone and Three are very used to doing from the many sponsorship partners we have. These ways of working were adapted and aligned to ensure all decisions across the two brands were taken simultaneously to ensure the integrity of each brand and its campaign was maintained.”

The work is designed to strengthen the way the combined network is perceived. “This campaign was aimed to grow the perceptions of our network amongst our existing customers, and future potential customers,” says Maria. “Our key KPIs are network satisfaction for existing customers, network perception and consideration amongst our non-customers.”

The launch campaign is rolling out in phases. Three’s film, created by Wonderhood Studios and directed by Jack Driscoll through Academy Films, landed first across TV, VOD and cinema. Vodafone’s spot, directed by Max Fisher through Rogue Films and fronted by Roman Kemp, followed across digital and TV.

The work extends beyond film with nationwide OOH activations, where Vodafone UK and Three appear side by side in playful conversation. Copy lines such as ‘Two networks are better than one’ answered with ‘We totally agree’ and ‘Cheers to that!’ feature across roadside and rail placements, plus premium digital formats including the Cromination and a full tunnel wrap at London Waterloo. Media was handled by Carat for Vodafone and Zenith for Three, alongside a partnership with The Guardian spanning print and display.

The campaign follows VodafoneThree’s £11 billion investment announcement earlier this summer. Already, more than seven million Three customers have seen their 4G speeds boosted by an average of 20% – with some up to 40% – thanks to the integration of spectrum. Millions of Vodafone and Three customers are also benefiting from access to the best available coverage across both networks at no extra cost.