Three Gogglebox
As part of its return, Three UK launched a new sponsorship campaign focused on the various ways we use our phones whilst watching TV.
The campaign is a follow-on from the work Three UK launched in 2022, based on the staggering stat that 90% of us are ‘second screeners’, scrolling through our phones whilst watching TV.
The new suite of idents brings this behaviour to life through a series of new relatable mobile moments played out by four British families watching Gogglebox on a Friday night. The spots were directed by Rosie May Bird Smith and feature the famous Craig Crash voiceover for the first time.
![two men sit on reclining sofa chairs, one scrolling on their phone](https://ca1-wnd.edcdn.com/_720xAUTO_crop_center-center_none/Still_001.1000.jpeg?v=1717769738)
In 2024, Three UK’s partnership with Gogglebox entered its fourth year and has seen huge success, reaching more than 43 million people (nearly 75% of all adults). Recognition of the idents has grown to 72%, considerably higher than the category norm, and consideration amongst Gogglebox viewers has increased by 8%.
![couple sits on a sofa watching TV, the wife taking a phone call while the husband looks on annoyed](https://ca1-wnd.edcdn.com/_720xAUTO_crop_center-center_none/Still_002.1000.jpeg?v=1717769739)
Three UK’s latest insight-led campaign around phone behaviour perfectly complements the Gogglebox approach that captures the mood of the nation through TV. The new creative premiered on Channel 4 ahead of the new series of Gogglebox and is also visible across all Gogglebox series available on Channel 4, E4 and All 4.