2degrees Case study A REAL FAKE PYRAMID SCHEME by Whybin\TBWA Auckland

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Industry Mobile Communications
Media Case study
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Copywriter Tara Mckenty Iain Nealie
Digital Creative Director Ross Howard
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: 2DEGREES
Date of First Appearance: Feb 24 2011
Entry URL: http://www.somesites.co.nz/trent
Executive Creative Director: Andy Blood (TBWA/Tequila)
Digital Creative Director: Ross Howard (TBWA/Tequila)
Art Director: Tara Mckenty (TBWA/Tequila)
Copywriter: Iain Nealie (TBWA/Tequila)
Group Account Director: Sarah Williams (TBWA/Tequila)
Account Director: Katie Theed (TBWA/Tequila)
Account Director: Louise Chapman (TBWA/Tequila)
Account Director: Olivia Wright (TBWA/Tequila)
Digital Producer: Wictoria Markula (TBWA/Tequila)
Digital Producer: Amanda Gada (TBWA/Tequila)
Digital Designer: Anil Reddy (TBWA/Tequila)
Web Production: Simon Betton (TBWA/Tequila)
Production: Michelle Hong (TBWA/Tequila)
Production: Abigail Kerr (TBWA/Tequila)
Production: Elena Panaita (TBWA/Tequila)
Media placement: Digital Microsite - www.bluepyramid.co.nz - 21/2/11
Media placement: Billboards/Adhesls - Bus Stops, Billboards In Auckland - 21/2/11
Media placement: Print - University Magazines, Craccum And Debate - 21/2/11
Media placement: Radio - BFM 95FM Radio Station - 21/2/11

Describe the campaign/entry
We were asked to launch a telecommunications deal to students during orientation week - a time when every brand is throwing themselves at consumers in a bid to gain traction in the market.
Trent Robbins and the Blue Pyramid Group gave a disruptive take on the usual bribery that accompanies a student-focused deal. Rather than hide product information in the fine print, we brought the friend-get-friend mechanic to life and created a real pyramid scheme with an enigmatic founder and CEO.
Students register, refer their friends and reap the benefits of being a member of Blue Pyramid Group.

Describe how the campaign/entry was launched across each channel in the order of implementation
Blue Pyramid Group was launched during Orientation week at universities around the country. Radio, print, outdoor and press directed people to the Blue Pyramid Group website or on-campus stalls. The overly branded stalls contained product and “Blue Pyramid Group” acolytes who talked about the deal and fake company. A guerrilla sticker campaign also helped drive people to the stalls and website.
We released a teaser trailer for the Trent Robbins experience and set up a Facebook profile so fans could get the positive, motivational updates from their favourite CEO.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign was a huge success for 2degrees. In an overly saturated market, Blue Pyramid Group cut through the noise and Trent Robbins became a part of the student vernacular.
Not only did people buy the product, they became willing and eager brand advocates who were excited to be part of a fake pyramid scheme. Trent Robbins and the Blue Pyramid Group let us talk to students in an interesting way and have continued to be a great platform channel in a tough market.