2degrees DM 2DEGREES LAUNCH by TBWA\Neboko Amsterdam

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Creative Director Gus Roberts
Copywriter Corey Chalmers
Producer Margaret Slater
Released August 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Date of First Appearance: Aug 2 2009 12:00AM
Entry URL: http://www.somesites.co.nz/2degrees
Executive Creative Director: Andy Blood (Tbwa\tequila\digital\shift)
Creative Director: Gus Roberts (Tbwa\tequila\digital\shift)
Copywriter: Corey Chalmers (Tbwa\tequila\digital\shift)
Group Account Director: Sarah Goldring (Tbwa\tequila\digital\shift)
Account Director: Rebecca Richardson (Tbwa\tequila\digital\shift)
Planning Director: Deborah Simpson (Tbwa\tequila\digital\shift)
Planner: Kathryn Simpson (Tbwa\tequila\digital\shift)
Producer: Margaret Slater (Slater Films)
Media placement: TV Campaign – 6 Spots - All Free To Air Channels And Sky TV Channels - 5 July, 2009
Media placement: Newspaper Ads - 3 National Newspapers - 5 July, 2009
Media placement: Magazine Ads - 3 Women’s Titles And Weekend Supplements - 12 July, 2009
Media placement: Online Ad Campaign - Several High Profile Sites, Including Facebook - 12 July, 2009
Media placement: Cinema - 56 Cinemas Nationwide - 12 July, 2009
Media placement: Outdoor, Including Billboards, Bus Backs - 40 High Profile Billboard Sites, 100 Bus Backs Shelters In The 3 Main Centres. - 12 July, 2009
Media placement: Adshels - 300 Adshels In Bus Shelters In The 3 Main Centres. - 12 July, 2009
Media placement: D-Lite - 4 Weekends Of D-Lite Activity In Auckland (Car Towing Advertising Trailer) - 12 July, 2009

Describe the brief/objective of the direct campaign.
The brief was to launch New Zealand’s third major mobile phone company, 2degrees. The NZ market had little choice until now, with large competitors Telecom and Vodafone effectively creating a monopoly, doing little to encourage competitive pricing. 2degrees decided to launch by targeting consumers in the pre-pay consumer market, which makes up 70% of NZ mobile users. Since the competitors where bland multinationals or corporate monsters, 2degrees needed to be distinctly Kiwi, an underdog, and on the customer’s side.

Explain why the creative execution was relevant to the product or service.
New Zealand is a country of only 4.3 million people, so small that the usual six degrees of separation around the world can comfortably be whittled down to 2degrees – hence the brand name 2degrees. Rhys Darby was a shining example of a little Kiwi who made it good on the world stage – exactly the ambitions of 2degrees. His humour is uniquely and utterly Kiwi, plus his youth appeal from his work in Flight of the Conchords was massive. He was able to take a pointed dig at the bigger telcos who had lost their soul, with his own surreal twists. He was a fresh take on the usual NZ clichés of rugby, sheep and greenery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
2degrees decided to create a popular and lighthearted antidote to the bland, corporate pricing retail of other Telcommunications companies. NZ comedian Rhys Darby, star of HBO comedy Flight of the Conchords, was enlisted to quickly give 2degrees an anti-Telco personality. The campaign quickly caught on, creating catch-phrases (Log-o!) and become one of New Zealand’s favourite ad campaigns of 2009. The goal was to sign up 30,000 new connections during the launch phase.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Launch target: 30,000 registrations in the 5 week period prior to the network going live-a tough ask for a company no one had ever heard of before. Result: we achieved 46,000 in the first 3 weeks. We aimed to convert 100,000 people to the 2degrees network in the 1st year. We had 250,000 in just 7 months. 78% brand awareness after 2 weeks of the pre-launch campaign going to air. 98% unprompted brand awareness after one month in the market. We aimed to get more Facebook fans than our arch rival Telecom. They had 7,200. We got 24,000, and counting.