Don’t listen to the moaners, phones are great – Three

Three has launched a new marketing campaign designed to counter all the moaning about how bad phones are for you.

In a new campaign, simply named ‘Phones are Good’, the telco imagines how historical moments would have been different if smartphones had been around. From Henry VIII on Tinder, to the Titanic with GPS, it’s a bit of fun which indirectly encourages people to use the internet more, playing directly into Three’s USP.

“At a time when we are being told to get off our phones, Three’s customers are actually using them three and a half times more than other providers,” said Shadi Halliwell, Chief Marketing Officer at Three. “That’s because, unlike others, we understand how real people use their phones.

“And although we shouldn’t be on our phones 24/7, if it weren’t for our mobiles how would you find love lounging on the sofa? Buy new shoes while sitting on the toilet? Or get a chicken cooked, seasoned, garnished and delivered to your door at the drop of a hat? As the Best Network for Data, it is our duty to challenge the cynics, and help everyone see that Phones Are Good.”

As you can see from the video below, it’s a creative way to get Three’s message across, and quite entertaining.

While Three is suggesting all these wonderful ideas on how mobile phones could have changed the course of history, there is of course the other side of the coin…

Of course, the revolutionary impact of mobile devices, not just the smartphone, is countered with negatives. Instead of talking to that lonely women on the bus, we stare at cats playing the piano and or toddlers biting siblings fingers. But, we more connected to family members on the other side of the planet. There’s always rough with the smooth.

Ultimately Three is attempting to push the advantages of the internet and encourage more people to consume more data. As the telco which sells itself to the more digital-enthusiastic users, using the internet more benefits it. It sells itself on data volume more than anything else.

The idea of the smartphone contradicts all the lessons of politeness and paying attention which we were taught as children. Perhaps the next thing we should be worried about is virtual reality. Parents have been telling children all around the world sitting too close to a TV screen is bad for your eyes, yet VR places a screen inches in front of your face.