3 was here, there everywhere…..

Croke Park Guerrilla Activity for 3 makes an impact

Ireland’s mobile network, 3 undertook a massive guerrilla marketing campaign over the course of the weekend to mark the network’s support for the Irish rugby team.

‘Clean Graffiti’ made its mark on many of Dublin’s streets, with 3’s slick logo engrained on pavements ‘enroute’ to Croke Park. Created by cleaning pavements with high pressure hoses, through logo stensils, 3’s ‘clean graffiti’ ensured that the brand was clearly visible to the thousands of English fans’ bowed heads, as they left the stadium!

A high-spec, high resolution laser light show illuminated a number of Dublin’s largest building with an imposing 3 logo – brightening up the streets of Dublin and adding to the electric atmosphere in the build up to the game.

On the day of the game, 3 deployed its ‘3 Guerrilla Army.’ This 70-strong promotional team ensured that 45,000 specially created ‘3 fan hats’ and 5,000 giant ‘Hands’ were snapped up by rubgy fans eager to liven up their supporter’s wardrobe for the big day.

Finally, thousands of three.ie branded helium balloons were distributed to spectators at 02’s bungee-rugby activity. This successfully achieved sky-high branding for the 3 network ensuring 3 got some cheeky air-time.

Rachel Channing, Head of PR at 3 commented: “3 was behind the Irish team all the way with some innovative and cheeky branding….some might even say we upstaged the competition!”

The combined result was that the 3 brand was hugely present, in an interactive, entertaining, multifaceted way, over the weekend of the Ireland V England Six Nation’s rugby game.
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For more information please contact Aisling Hall on 01 4784688 or aislinghall@thinkhousepr.com