2Degrees is challenging New Zealand’s other two mobile providers, Telecom NZ and Vodafone, with affordable service plans. Playing different personas in the commercial series, Darby encourages people to pick up the phone and call. The story shows Kiwis preferring to dwell in online social networks or selecting only a few friends to call to avoid expensive phone bills.
The campaign also reinforces the ‘two-degrees of separation’ concept (rather than the common theory of six between people), using Facebook as a second major marketing component to get in touch with consumers and fans directly.
Credits:
Project 2degress
Client 2Degrees Mobile Ltd
Creative agency TBWAWhybin New Zealand
Executive creative director Andy Blood
Creative director Guy Roberts
Copywriter Corey Chalmers
Art director Guy Roberts
Account director Sarah Goldring
Account manager Rebecca McDonald
Production company Film Construction
Director Steve Saussey,
Producer Sacha Hodgson
Exposure Television, online
