AUCKLAND, Today: 2degrees just launched its latest campaign, Blind Network Tests, to turn up the signal on their mobile network’s strength.
New Zealand’s three largest telcos claim similar coverage, but some still doubt the 2degrees network. To change this, TBWA\NZ created a campaign showing there’s no real difference between the networks.
Inspired by Blind Taste Tests, the campaign features Blind Network Tests. People are blindfolded and asked to make two calls simultaneously, challenging Kiwis to spot differences between networks. It’s funny because all calls work the same.
“We’re proud of how our mobile network stacks up to the other networks. Blind Network Tests encourage Kiwis to see for themselves how good our network is.” – Dave Pearce
During a Blind Network Test, Shane Bradnick, CCO TBWA\NZ, texted, “How do you get Kiwis to see there is no real difference between the major networks? You blindfold them, get them to make a call, and ask if they could see the difference – they couldn’t. So it’s easy to see why millions of New Zealanders rely on the fairest one.”
Dave Pearce, GM Marketing, 2degrees, said, “We’re proud of how our mobile network stacks up to the other networks. Blind Network Tests encourage Kiwis to see for themselves how good our network is.”
The campaign launched nationally with two spots shot by Ric Cantor of Scoundrel. It includes OOH ads, regional press targeting, and various activations later in the year.
SHORT CREDITS
Agency: TBWA\NZ & FROM NOWHERE with TBWA\NZ
Production: Scoundrel
Media: OMD
GM Marketing: Dave Pearce
Marketing Manager: Haley Featonby
Brand Specialist: Sylvia Pitto
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