Feel At Home

Background

In the summer of 2014, Three Mobile launched its 'Feel at Home' campaign, allowing customers to use their UK mobile allowance to call, text and use data abroad at no extra cost. A great idea. So great, in fact, that it opened the floodgates to holiday photo sharing. Plane wings, sunsets, palm trees, beach feet, cocktails - the list went on and on. Suddenly, the UK was in full #holidayspam crisis mode.