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The Challenge

To connect and convert a Millennial audience, raise awareness of key Three properties – Go Roam, Go Binge and Wuntu – while increasing brand love, relevance and surprise with disruptive content.

The Insight

Having partnered with Three across KISS the previous year we knew it was authentic, fun formats and reactive content that resonated best with this audience. We built on the relationship with KISS breakfast presenters Rickie, Melvin and Charlie and brought in other power brands heat and Empire to position Three at the heart of topical moments and events – using our insight and influence with celebrities and cultural moments to co-create relevant unique content.

The idea

Bauer galvanised its Millennial audience through one central concept; The Three Couch – a physical property offering something distinct for each brand, allowing for fluidity, ease and authenticity of topics – giving Three invaluable access and credibility to moments of cultural impact.



Consideration for the network rose to 78%

(vs Threes national average of 18%)

Drove 78% awareness

(up from 51% at the start of the campaign)

Brand relevance was rated at 7.5 amongst listeners

(vs the Three national average of 5.5)

Latest News

29 November 2023

David Tighe to step down from Bauer Media Audio role in Northern Ireland

David Tighe, Managing Director, Northern Ireland is to leave his role as Bauer Media Audio restructures it’s UK Leadership Team.…

29 November 2023

Bauer Media Audio UK reshapes senior leadership team

Bauer Media Audio UK is reshaping its senior management team as two of its executives, Steve Parkinson, Chief Strategic Partnerships…

29 November 2023

Magic Radio and Downtown Radio provide the ultimate ‘sleigh-list’ with non-stop Christmas music

It’s the most wonderful time of the year, and with many of us getting ready to decorate our trees, go…

28 November 2023

Bauer Media underlines commitment to sustainability with Love Paper partnership

Bauer Media is now using the Love Paper logo to highlight the sustainability of its printed magazines.  The initiative signifies…

27 November 2023


Bauer Publishing UK was honoured with the Campaign for Good Award at The Magnetic Spotlight Awards 2023. The campaign, Every…