案例库 · 战略与领导 · 战略决策 · 2020–2022
这条还没译成中文，下面是英文原文。
Three proved its network by wiring a whole island, not by claiming coverage.
Ireland's Three treated a depopulating island as one B2B account, solving a perceived-coverage weakness and hitting its best share since 2015.
Three Ireland
那一手
Three Ireland had a perception problem: customers assumed its network was weak and chose rivals. Arranmore, a small island off the north-west coast, was losing people because poor connectivity made it hard to find work.
Rather than run a coverage ad, Boys & Girls and Core Media treated the island as a single enterprise customer: Three brought 5G, devices that help fishing boats locate their catch, and connected kits that let elderly residents live independently and stay in touch with relatives who had left.
By literally putting its technology to work for one place, Three proved 'using technology so businesses can do what they do best' instead of promising it, and the island began to reverse 150 years of emigration as three new businesses opened and tourism rose 84%.
The demonstration changed how business buyers saw Three: it began winning tenders from large organisations, some citing the campaign as a reason, and finished 2020 with its highest market share since Q1 2015.
为什么管用
- A live proof on one island is more credible than a general coverage promise.
- Treating the island as an enterprise customer reframed a network-strength question as a business-solving question.
- The outcomes (new businesses, tourism, retention) supplied the results an effectiveness jury and a B2B buyer both want.
可以搬走什么
For a trust deficit, demonstrating the capability on one vivid case beats a claim about the whole network; doing well for one small customer can reposition you for big ones.
后来呢
The campaign won a 2022 Gold Effie Europe in Best of Europe B2B and became the reference for Three's business positioning; the island's gains - three new businesses, +84% tourism and 3,500+ relocation enquiries - were cited as evidence that a telco story can drive both brand and community.
资料来源
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