Rappers are always bragging about how rich they are. So S&S’s Giganaires brag in rap about their Telecom Unlimited Broadband Data plans.
Yes, it looks as though the data-rich are about to be known as Giganaires. And that’s because of a Saatchi & Saatchi creative director, Slade Gill, a little Curious madness…
…and a few facts about data:
1. 90% of the world’s data ever in existence has been created in just the past two years
2. By 2015 there will be over 1 trillion connected devices in the world
3. On any given night, over a third of all internet traffic in the US is Netflix
4. Every day, more than 500 million photos are uploaded and shared on the internet.
5. 72 hours of video is uploaded to YouTube every minute
A Giganaire is defined as someone who is rolling in data or gigabytes; somebody who lives the digital high life through having a never-ending flow of connections and cultural content.
Gill explained, “No matter who you are, or where you live, access to more data leaves you feeling super flush. It’s the best kind of freedom. So we thought we’d play off that insight, using a genre that is synonymous with flaunting your wealth and living it up. “With content-rich applications like Spotify, OnDemand and Skype now becoming life essentials, access to data has become a modern day form of ‘keeping up with the Joneses’.”
Jason Paris, chief operations officer of Telecom Retail confirmed, “We’re seeing demand for fixed broadband data increase at around 80-90% year-on-year, as New Zealanders fundamentally change how they live to do more and more online. Many of our customers are now doing everything online, from watching TV shows to playing games with friends to shopping to talking to Gran. This means for the average Kiwi data is an increasingly valued commodity – the new “rich” you could say.”
The campaign first aired on Sunday night, April 27, as a 2.30 roadblock TVC.
The rap is a creative collaboration by Manu Walters and Eden Jouavel of the Super Villains and Slade Gill and Brad Collett of Saatchi & Saatchi.
The campaign is running as a 60 second and a 30 second TVC as well as pre-rolls, radio, OOH and digital.
Creative credits:
Agency: Saatchi & Saatchi
Executive creative director: Antonio Navas
Creative director: Slade Gill
Creative group head: Brad Collett
TV producer: Anna Kennedy
Senior designer: Rob Flynn
Production Company: Curious
Director: Robin Walters
Producer: Dan Higgins
DoP: Chris Mauger
Editor: Luke Haigh
Grade: Pete Ritchie
Online: Mike Robinson
Music: Manu Walters & Eden Jouavel
Sound studio: Liquid Studios
