It’s a strange 21st century paradox. People feel disconnected to people but choose to scroll rather than phone someone. 2degrees and partner, TBWA\NZ, have launched a product to turn that around in new Zealand. It’s a ring, a wearable device with just one function – see the number, dial the number. Ring Ring is a limited-edition thumb ring engraved with the phone number of someone you care about, designed to intercept the scroll and redirect it to something better.
The idea is built on the insight that while Kiwis are more connected than ever, over two-thirds say meaningful conversations are getting harder to come by. But when they pick up their phones, they’re nine times more likely to scroll through social media than call. A few minutes on a phone call with a loved one can meaningfully boost mood and sense of connection.
Ring Ring is the latest evolution of 2degrees’ Fairer Phones Project. After incentivising people to put their phones down with Real Mode, teaching parents and kids about phone safety with Good Tings, and giving Kiwis tips to manage notification overload, the new campaign helps celebrate the good phones can do when used to connect with the people who matter most.
Chief marketing and strategy officer for 2degrees, Zac Summers, stated, “We’re using our phones more than ever but not always in ways that help us feel connected. We know a simple phone call can make us feel better, yet it’s often the last thing we do. Ring Ring is a fun, unexpected way to start a conversation about that. It plays on our obsession with wearable tech, but instead of tracking data, it simply nudges you to do something we know works – pick up the phone and call someone.”
TBWA\NZ’s teaser campaign was built with a nod to the precision and craft of a big tech product reveal – slick macro photography, dramatic music and product titles that build to a single, deceptively simple product function: see the number, dial the number.
The product reveal film will be followed by a series of commitment films, inviting New Zealanders to publicly pledge to call more and scroll less for the chance to win a Ring Ring of their own.
Shane Bradnick, CCO at TBWA\New Zealand, noted, “In a world where every wearable is trying to do more, we wanted to create something that deliberately does less. Ring Ring is a genuinely useful object wrapped in an idea that feels warm, slightly absurd, and completely human.”
A limited-edition drop of rings was produced as part of the campaign, with New Zealanders able to get their thumbs on one via 2degrees. Designed to extend well beyond paid media, the campaign runs across OOH, digital, social, influencer and PR activity, inviting Kiwis to commit to scrolling less and calling more.
Credits:
Client: 2degrees
Creative Agency: TBWA\ New Zealand
PR Agency: Eleven PR
Media Agency: OMD New Zealand
Production Company: AO Studios
