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

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A REAL FAKE PYRAMID SCHEME

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Industry Mobile Communications
Media Promo & PR
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Copywriter Tara Mckenty Iain Nealie
Digital Creative Director Ross Howard
Released February 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: 2DEGREES
Product/Service: MOBILE PHONE NETWORK
Agency: TBWA\TEQUILA
Date of First Appearance: Feb 24 2011
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Entry URL: http://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)
Account Director: Katie Theed (TBWA / Tequila)
Account Director: Louise Chapman (TBWA / Tequila)
Group Account Director: Sarah Williams (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: Billboard/Adshels - Bus Stops, Billboards In Auckland - 21/2/11
Media placement: Print - University Magazines, Craccum And Debate - 21/2/11
Media placement: Radio - BFM 95 FM Radio Station - 21/2/11

Describe the objective of the promotion.
We were asked to launch a telecommunications deal to students during orientation week - a time when every brand is throwing themselves at students in a bid to gain traction in the market.

2degrees wanted to launch a student campaign that not only converted individuals, but also their friends and networks.

2degrees also wanted an ongoing loyalty program for students who bought into the deal and a channel for them to discuss further promotions.

Describe how the promotion developed from concept to implementation.
Trent Robbins and the Blue Pyramid Group are 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.

From there it was only a matter of bringing Trent Robbins to life and creating the cheesiest fake pyramid scheme campaign around the Blue Pyramid Group.

Explain why the method of promotion was most relevant to the product or service.
The product included a friend-get-friend deal, so it was a natural fit with the pyramid scheme execution. By joining the company, users gave us the opportunity to talk to them in a really interesting and fun way, they also got great rewards for all their hard work as Blue Pyramid Group members.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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 continue to be a great communication platform in a tough market.