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The Perfect Surprise from Three
An emotive stunt that delivered real brand affinity
A November morning was transformed into the ultimate Christmas surprise as students of Presentation College Athenry, Co Galway, had their school turned into their own magical winter wonderland.
Background
Murray was tasked with working alongside Three’s inter-agency team to deliver a creative campaign for Christmas with no new ATL creative, to further develop the 2014 ATL creative motif ‘The Perfect Surprise’.
Campaign
Murray and Three were opportunistic and responded to a letter from a school in Athenry, County Galway looking to buy one of the clouds in the Three Christmas campaign. Murray worked with Three’s ad agency to deliver a stunt at the school which would deliver the perfect surprise from Three. The school was transformed into a winter wonderland over the weekend and revealed to students on Monday morning, by Three Ambassador Paul O’Connell. Murray secured a behind the scenes broadcast TV exclusive and reveal along with extensive media coverage across all channels.
Outcomes
During the 8 week campaign, Murray delivered 12 million opportunities to see and a total PR value of €500k across 33 pieces of individual coverage.
