Haygarth promotes Three with reverse auction

Haygarth has been selected by Three to develop a retail campaign to support the take-up of its new tariff, the One Plan.

The campaign uses a 'reverse auction' mechanic to build awareness of the launch and drive in-store footfall.

The activity will target potential new and existing smartphone users, with the aim of directing consumers in store and to a promotional microsite where they can bid in the One Plan Reverse Auction.

Each week, the reverse auction, which is free to enter, will give away five prizes over a six-week promotional period.

The person with the lowest unique bid will win prizes ranging from 3D televisions to GBP8,000 in cash.

Consumers can enter the promotion by picking up an in-store leaflet containing a unique code that enables them to register online.

Once registered, users can bid across each of the five weekly auctions.

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