Starting tomorrow (17 August), the campaign has been developed by Haygarth and uses a reverse auction mechanic to target potential and existing smartphone users.
Consumers can bid in The One Plan Reverse Auction, which is free to enter and gives away five aspirational prizes over a six-week promotional period. The person with the lowest unique bid will win prizes ranging from 3D televisions, to £8,000 in cash.
Consumers can enter the promotion, which runs until 26 September, by picking up an in-store leaflet containing a unique code that enables them to register for free online.
Three Retail lead marketing communications manager Jolene Sickelmore commented: "The One Plan is a really strong offering in a crowded market, and Haygarth has created a promotional marketing solution that reflects the core characteristics of the new plan, while offering a compelling reason for consumers to engage with the brand.
"The reverse auction concept – Bid Small and Win Big – is a perfect mechanic to offer consumers more for less, drive footfall, and raise awareness of The One Plan."
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