Jedward to star in new Three campaign

4 Aug 2011

Jedward is fronting Three’s new ‘S’Up campaign, which focuses on the launch of its first to market ‘all you can eat’ data on prepay.

Developed by McCann Erickson, the above-the-line campaign kicks off tomorrow and will run for five weeks until 11 September.

The advertising consists of 30-second TV advertisements on RTÉ, TV3, 3E, Sky packages, Comedy Central, MTV, E!, Living and E4; online media on Yahoo, MSN, Ryanair, Facebook and Skype; targeted press advertising; and special builds in Dublin’s city centre.

The TV ad was directed by Damien O’Donnell and shows the twins calling, texting and tweeting each other all day long, highlighting the fact they can be in touch constantly, even when they are in the same room, because it costs them nothing on Three Prepay.

PR activity will see the third member of Jedward recruited through on-street and social media auditions to spend a day with the duo at a secret Three Ireland Jedward gig on 16 September.

Three Prepay customers will receive a special ‘Jedmail’ inviting them to participate.

“Jedward’s star power and their ubiquitous popularity will help Three to reach a larger prepay audience,” said McCann Erickson’s Emma Sharkey. “Their youthful energy and innate sociability are a natural fit with the brand’s prepay proposition.”

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