Mobile agency ubinow has announced that it has secured a two-year deal with mobile operator 3 UK. The deal will see the agency develop a crowdsourced mobile application as part of Threes Mums on The Go campaign. 

The campaign has been designed to show mums the timesaving benefits of using smartphones, and has wheeled out “celebrity mum” Denise Van Outen to reach out to NCT class members. 

ubinow is tasked with researching and developing an app that will help parents save time. “To develop the application, ubinow will run a series of workshops up and down the country with influential mummy bloggers,” says ubinows Stefan Bardega. “Each workshop group will develop an idea for an application to help mums save time, and then the ideas will be loaded onto 3s Facebook page for voting.”

The winning idea will be designed and developed by ubinow and launched by the agency in partnership with 3 and the network of “mummy bloggers”, later this year. ubinow was appointed following a competitive pitch against a number of undisclosed agencies.