2degrees has come out on top of Colmar Brunton's August Ad Impact Award for its ‘Where does your data disappear to’ TVC, via Special Group and The Sweet Shop, which gets creative to explain mobile data to consumers.
To promote the telco's pay monthly plan that allows customers to keep unused data, the TVC raises the question about where unused mobile data goes at the end of the month before attempting to answer it with a few unlikely, but hilarious possibilities.
It shows data being sold on the black market, rotting away in a massive warehouse and being sold at illegal auctions. The curious protagonists then arrive at the conclusion that the data just gets sold back to them, much to their disappointment.
In the release, Colmar Brunton called the TVC a "well branded execution" and said it was enjoyed by the New Zealand public. It added the TVC created an affinity for the brand by delivering the main things consumers need from their telco company.
"The NZ viewers thought the ad made 2degrees seem different from other similar companies. The different information provided in the execution was deemed both relevant and credible by the NZ public. This will aid memorability for consumers. Overall, a highly appealing advert that made viewers more likely to consider the brand in the future and would talk about with their friends."
Colmar Brunton also named Mainland New Zealand’s ‘Try something new can really keep life interesting’ (via Colenso BBDO) and New World’s ‘Happier New Zealand’ (also via Colenso BBDO) as great ads for August.
The release said both ads were enjoyable and different when compared to competitor companies.
"New World’s ‘Happier New Zealand’ execution conveyed a lot of new news to viewers whereas Mainland NZ’s TVC created a lot of talkability among the public."