It’s tough being the “compromise” telco, the one with the network people think isn’t as strong. How do you disprove an urban myth? 2degrees gave that problem to TBWA\NZ and the agency devised a campaign to show that there is no real difference between it and New Zealand’s other two largest telcos.

To make sure that Kiwis paid attention, TBWA\NZ added a dose of fun. In its Blind Network Tests, each tester is blindfolded.   

The campaign challenges Kiwis to spot the differences between networks, which is ludicrous not just because they’re blindfolded but because all their calls work the same.

Shane Bradnick, CCO TBWA\NZ, commented, “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, general manager marketing, 2degrees, added, “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 across New Zealand with two spots shot by Ric Cantor of Scoundrel, plus OOH and targeted the regional press. A range of activations will follow later in the year.

Credits
Agencies: TBWA\NZ & FROM NOWHERE with TBWA\NZ
Production: Scoundrel
Media: OMD
GM Marketing: Dave Pearce
Marketing Manager: Haley Featonby
Brand Specialist: Sylvia Pitto