AUCKLAND, Today: TBWA NZ is helping 2degrees celebrate its 10th birthday by taking its business back to its roots with a new brand platform Fighting For Fair, which launches this week.
It all started a decade ago with Rhys Derby declaring “war on unfairness”, winning the shiny new telco more than a fair share of the market as a result.
2degrees head of brand & communication Ben Wheeler said: “We’ve started as we mean to continue – by offering value and fairness to our customers. We went against the grain and did the fair thing by freezing consumer broadband prices for 2019.
“After that, we announced we are teaming up with Amazon Prime Video to offer its content to our Broadband customers.
“In consumer mobile, we launched a discounted Kiwi Heroes plan for first responders, teachers, nurses and the military. Next came an Unlimited Mobile Plan with free hot spotting, and if a customer pools with three mates it costs an average of $40 per person per month.”
Wheeler says Kiwis will have seen a hint of the new brand with the Unlimited Mobile Plan ads but says that next ad – dubbed Dropped Pie – showcases the evolution of 2degrees over time.
“Only 2degrees can get away with Boney M as their soundtrack, and make a point with the eggplant emoji.”
“Dropped Pie tells the story of how 2degrees transformed the mobile market, and how we’ve grown and established our own mobile network and added a broadband and businesses offering too. It’s the first in a series of creative, and second up is Handle the Jandal.”
The creative uses the universal digital language of emoji, all in a cheeky irreverent and distinctly 2degrees way.
TBWA head of creative Shane Bradnick says it will provide an agility to the creative that will enable that banter and challenge.
“Telcos in New Zealand have lost a bit of their sense of fun,” he said. “So, we wanted a brand platform that not only hit home with a strong proposition about what 2degrees offers, but also lets us have fun.
“2degrees is one of the only telcos that can get away with Boney M as their soundtrack, comedian Pax Assadi as their voiceover and make a point with the eggplant emoji.”
The new campaign will continue to roll out throughout the year and include activations, social and more Fighting For Fair stories.
CREDITS
Agency: TBWA New Zealand
Media: Ikon
Production: Assembly
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