About this advert

The One Plan

15 October, 2010,

Rio Cosgrove's view

This is a single page print advert for the network company 3’s One plan. One of the first things the viewer would notice about this advert is that it is for the network 3 even before looking at the logo owing to its very strong use of branding; 3’s recently re-developed corporate identity consists most noticeably of black Helvetica copy on a white background. It could be argued that the rational behind 3’s newly developed corporate identity and print advertising style is to bear a resemblance to the company image and advertisement style behind one of the most iconic and successful smart phones of the past few years; the iPhone. 3 Have attempted to mimic some of the signature traits behind Apple’s iPhone campaigns in the hope of conveying to consumers that this phone possesses the quality and other benefits (such as apps which are featured in the phones display) that the iPhone is renowned for and that have made it one of the market leaders. In addition the decision to feature Facebook in the phones display is a clear attempt to entice consumers of the 18 – 30 age group, in which social networking services such as Facebook are commonly used. The use of Facebook in the advert could also be an example of a synergy between the two companies, as Facebook is well known as a service that is part of popular and contemporary culture, 3 may have chosen to include it in this advert to shape consumers ideas and attitudes about their own brand. In addition it’s likely Facebook did not pay for that advert because of the benefit to 3, yet it’s still an example of product placements and how Facebook dominates the market and reinforces the brand and service to consumers. In addition the advert was featured in ‘Now’ magazine, which is targeted almost entirely at female’s which could be the reason all of the Facebook users on the page are female. Issued 27th September 2010

Genre: Informational Price lead

Tags: 3 now-magazine, mobile Nokia