Mums On The Go

Amplify educate busy mums about smartphones for Three.

Three called upon Amplify to educate mums about the benefits of using their smartphone with Three's all-you-can-eat data package.

After researching the ‘mummy' market, we developed a credible campaign by creating the Apps for Mums guide – a beautifully designed booklet featuring apps perfect for busy mums. To kick off the campaign, we created a launch experience for mums and their children, media and ‘mummy bloggers' hosted by campaign partners the National Childbirth Trust and celebrity mum Denise Van Outen.

The event included interactive workshops showing mums how mobile Internet and smartphones could make their lives easier. Mums and kids also got to take part in fun sessions, including a cupcake decorating workshop and a sing-a-long hosted by CBEEBIES presenter Katy Ashworth.

From there, a series of smaller, regional workshops were held around the country, again hosted by Denise Van Outen. These brought a more intimate experience to mums around the country.

Over 75% of mums found the Apps for Mums Guide useful, as well as 92% gaining a better understanding of how a smartphone could make their lives easier. 90% of mums had an improved perception of Three as a brand and believed Three was listening to them.