Gen Z’s limited disposable income means that data caps can severely limit their freedom online. After all, these digital natives are heavy social media users and expect to stay connected wherever they are. We discover the insights behind why mobile network Three is adding Snapchat to its Go Binge plan and introducing users to the Puggerfly, the world's first AR, Tamagotchi-style pet.
Three is adding Snapchat to its Go Binge plan alongside Netflix and SoundCloud, allowing customers to stream content without worrying about extra data charges. To mark the launch, the network has called on creative agencies Wieden+Kennedy London and The Mill to create the world’s first AR pet – the 'Puggerfly'. As well as featuring in the mobile network’s ad spot, people on any mobile network can interact with the Puggerfly via a Snapchat filter for seven days. Think of it as a modern Tamagotchi – users can interact by feeding it, playing with it, and watching it grow from 'Pupperfly' to 'Puggerfly'.
The Puggerfly represents the freedom Three wants to give Gen Z
Three UK | YouTube (2018) ©
The Puggerfly is meant to represent the freedom Three customers have online when they opt for the Go Binge plan. “We have always been famous for encouraging people to share all types of content with friends and family as it’s such an integral part of everyday life,” says Shadi Halliwell, chief marketing officer at Three UK. “We also know that our customers love chatting, creating and sharing pictures or videos on their mobiles.
And this should resonate with Gen Zers, for whom social media is a key part of everyday life; 99% of Britons aged 16-24 use these platforms on a weekly basis, spending an average of two hours and 26 minutes every day socialising online. But with limited disposable income, Zers aren’t able to spend big on data packages that let them browse freely. In fact, 14% of British 18- to 24-year-olds exceed their data caps every month.
By offering teens the unlimited use of Snapchat – the most popular platform among young people – Three UK is taking note of the importance of constant online connection for this generation. And by creating the Puggerfly mascot, it’s generating buzz around the Go Binge plan that’s sure to spread wide on social media. Indeed, there’s no better way to engage people than with a cute digital pet.
Rebecca Smith is a behavioral analyst at Canvas8, which specializes in behavioral insights and consumer research. She has worked with a number of global brands to help them better understand the mindsets of their audiences, from what people want from fake tan to how they feel about technology. Outside of work, you’ll find her binge-watching anime or with her nose stuck in a fantasy novel.
30 Apr 18
3 min read