3BB wants consumers to know there’s a new value package for both existing and new users. When competitors are all focused on attracting new customers with new promotions, often ignoring existing customers, 3BB is the only one that treats all their customers fairly.

Real heroes treat everyone fair. And fair is when everyone gets the same good things.

The strategy is to entertain customers, promote the new package, while reassuring existing users that we value their loyalty. The communication had to be able to get all these across but also be simple and clear enough: that 3BB always has everyone’s (especially existing users) benefits in mind.

There’s a new hero in town called Golden Sparrow. And he’s here to save a damsel in distress. Since super heroes treat everyone fair, he’s not the only getting all the screen time and throwing heroic punches in the villain’s face. Everyone gets the same. The video is first released to existing users only since the message is 3BB values their existing customers. Later on, it’s released to the mass to attract new users.

Existing users appreciated the film and the message, and brand affinity increased, with more existing customers staying on after contract and switching to the new package offer.