Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang

How do consumers learn

& adopt behaviors?
Three Mobile Reimagines History to
Assert that Phones are Good
CB2 - Group 8
 TABLE OF CONTENTS

01 02 03 04
QUESTIONS LESSONS
INTRODUCTION ISSUES
DISCUSSION LEARNED
Introducing of the Illustrating the main Answering the case Summarising the
case context issues raised in the questions lessons learned
case from the case
 01. INTRODUCTION

Mobile Phones Mobile phone industry

Powerful inventions - Companies: EE, O2, Vodafone
-> Deeply impact and - Three:
change our lives + Started services in 2003
+ Focused on providing a superior
Internet experience
+ Carry 40% of the UK’s mobile data
02. ISSUES
Mobile phones criticism:
- Become more intrusive
- Resulted in excessive use
- Take over people’s lives
- damaging eects of phones on
people’s physical, social, and mental
lives

-> Operators: come up with ways to overcome this threat and

minimize the impact of using phones are bad
-> Three: launched the campaign “Phones are Good” to
challenge the debate against criticism.
03. What is the role of pictorial cues in this campaign in increasing the recall and
comprehension of the message?

Pictorial cues include: Advertisement video

- Depicting how events in the past could have
had dierent and beer outcomes had there
been smartphones
- Historical events are linked with present-day
apps: Instagram, Deliveroo, Snapchat,
LinkedIn, Tinder, Google Map
- Duration:
+ 2 min 30 sec in cinemas, Youtube
+ 30-60 spots on TV
- Out-of-home media: exhibition, historical
painting
-> Humorous twist, understandable
-> Repetition
03. What is the role of pictorial cues in this campaign in increasing the recall and
comprehension of the message?

The role of pictorial cues:

- Increasing recall of mobile phones and their
use in daily lives
- Increase comprehension because the
message are not diicult to understand and
has conveyed its own messages.

Outcome happened:
- Made an indelible mark on the audience’s mind
- Emphasize how important mobile phones are
in our lives
- Repair the reputation for mobile phones and
win bạc the trust of the general population.
03. Based on the information processing theories, what other methods could mobile phone
companies use to fight back against the negative publicity about the use of phones?

- Using KOLs or corporate with potential or

loyal customers to share capabilities
- Using hilarious news, advertisement, or
videos about using mobile phones
-> Focus on daily lives situation
-> Throughout those ads, mobile phones
should demonstrate the need for a telephone in
day-to-day life and how they are important in
our daily lives
=> By doing that, the companies can aract
aention from the customers, or the mobile
phone users and make those customers
interpret those messages, information
-> Successfully fight back against negative
publicity about the use of mobile phones.
03. Do you think using popular apps like Instagram, Snapchat, and others helped in creating
more familiarity with the target audience, and did it help to build brand preference for Three?

Using popular apps like Instagram, Snapchat, and others

- Everybody could relate to the apps
- People use this regularly and they can recognize the
brand when they see it
- The brand can also provide experiences for the
consumers: understand and give the most suitable
advertisement, and information to their customers

=> How they can help

- Create and maintain awareness
- The target audience can be familiar with the brand
- Build preference for Three
04. Think of other ads that have used historical events or stories to communicate their
message. Comment on the ad’s effectiveness in encouraging information processing
techniques.

AXE Peace | Call to Arms

“In a world filled with war, what is the
most powerful weapon?” Budweiser '9/11 Tribute' Ad: Super Bowl 2011
In this Super Bowl 2011 commercial, the Budweiser
Clydesdales bow in tribute, with the Statue of Liberty in
the background, 10 years after the 9/11 tragedy.

=> The tragic events such as wars, environmental

problems, and cheerful events all have emotional
adidas | Ready for Sport influence on the audience.
“While the world waits… let’s remember…”
04. Think of other ads that have used historical events or stories to communicate their
message. Comment on the ad’s effectiveness in encouraging information processing
techniques.
Specifically: Nâng niu bàn chân Việt - Biti’s 2002
- Using impactful Vietnam’s historical events
- Reflect the evolution of Vietnamese
footwear associated with the country’s
development
- Loud and heroic music with symbolic images

-> connect well-known events with the products

-> arouse national pride
=> Eective:
● Audience would recall the product more
easily
● Deliver the message more eectively
● Messages cary more weight
 04. LESSONS LEARNED

Use and connect with Establish campaigns related

social media platforms and familiar to customers

Take advantage of pictorial Use ads that have historical

cues events or stories
04. REFERENCES
1. adidas. Adidas | Ready for sport [Internet]. YouTube. YouTube; 2020 [cited 2022May31]. Available from:
hps://www.youtube.com/watch?v=Rwk5PdpTxSU
2. Axe peace: Call to arms (oicial extended cut) [Internet]. YouTube. 2014 [cited 2022May31]. Available
from: hps://youtu.be/0Z38VrjdE_I
3. Budweiser '9/11 Tribute' AD: Super Bowl 2011 [Internet]. YouTube. YouTube; 2016 [cited 2022May31].
Available from: hps://www.youtube.com/watch?v=LyP0JsyvYnA
4. Nâng Niu Bàn Chân Việt (mẫu Quảng Cáo Của Biti’s năm 2002) [Internet]. YouTube. YouTube; 2012 [cited
2022May31]. Available from: hps://www.youtube.com/watch?v=8U00KalRmTg
5. Mueller VT. Pictorial cues/visual supports (CR) [Internet]. SpringerLink. Springer New York; 1970 [cited
2022May31]. Available from:
hps://link.springer.com/referenceworkentry/10.1007/978-1-4419-1698-3_1691#:~:text=Pictorial%20c
ues%20or%20visual%20supports,videos%20that%20present%20information%20visually.
04. REFERENCES
6. Redacción. The hilarious ad from three: "phones are good": Telling advertising [Internet]. Noticias de
Marketing y Publicidad | Eslogan Magazine. 2018 [cited 2022May31]. Available from:
hps://en.esloganmagazine.com/ad-from-three-phones-are-good/

7. Three mobile - phones are good [Internet]. Clios. [cited 2022May31]. Available from:
hps://clios.com/awards/winner/film-technique-visual-eects/three-mobile/phones-are-good-67738

8. Kokemuller N. What are consumer cues? [Internet]. Small Business - Chron.com. Chron.com; 2017 [cited
2022May31]. Available from: hps://smallbusiness.chron.com/consumer-cues-66981.html

9. Caroline Lawless SCMMat LUPon A6. What is information processing theory?: Using it in your corporate training
[Internet]. LearnUpon. 2022 [cited 2022May31]. Available from:
hps://www.learnupon.com/blog/what-is-information-processing-theory/
 INDIVIDUAL CONTRIBUTION RATE
Unit: Consumer Behaviour

Class: CB-DH47ISB-2
Group: Group 8
Assignment: Case Presentation Session 3

Individual contribution rate:

N.o Student full name Student ID Contribution rate (%) Signature

1 Hồ Quý An 31211023236 100%

2 La Tuấn Gia Huy 31211025815 100%

3 Lê Thanh Ngân 31211023824 100%

4 Phạm Ngọc Thanh 31211024555 100%

5 Vi Khánh Trang 31211020078 100%

Note:
 The contribution rate must be discussed and agreed by all group members.
 The maximum contribution rate is 100% indicating that the student fully
contributes to the assignment.