Speed is a huge consideration for those changing their internet service provider, and 2degrees is hoping to pitch itself as a speedy option in a tongue-and-cheek campaign, by Special Group and The Sweet Shop, that ponders why its broadband is so fast.
In a follow-up to the carryover data campaign, which questioned where unused mobile data went, the new campaign watches as a man and woman throw around a few ideas about why 2degree’s broadband is fast. They hypothesise massive cables, a network pumped full of adrenaline, cables running downhill and "really awesome technology".
2degrees chief marketing officer Roy Ong says broadband is a big growth area for the company and the intent of this new campaign is to show Kiwis it's got more than mobile to offer – "with a bit of 2degrees cheek thrown in for good measure”.
The Sweet Shop director, Damien Shatford says the tone and feel are similar to 'Carryover Data’ but the script allowed him to create more of a contrast between the real world and the imagined world.
It’s “bigger, more cinematic and more immersive”, he says.
Special Group’s ECD/creative partner Tony Bradbourne says 2degrees agrees, saying it’s great to be able to continue such an effective campaign and expand the world to include more characters and see where their imagination goes.
While 2degrees is championing its broadband offering, Netflix’s latest monthly ISP leaderboard puts the telco in third place.
The monthly ISP leaderboard tracks how the various providers are performing in the local market and according to speed, 2degrees follows behind Vodafone (number two) and MyRepublic (number one).
ISP data, Speed Mbps from Netflix.
However, as Oliver Smith, the head of Bigpipe, explained to StopPress last year, the Netflix data doesn't take into consideration the technology underlying the ISP's speeds. Fibre and UFB (Ultra Fast broadband) are faster than VDSL, which is faster than ADSL. However, the above data is an average of all the internet types, meaning the more people an ISP has signed up to faster internet, the faster its internet will be on average.
Business director: Samantha Parsons
Senior account director: Lucy Sparks
Account manager: Jacob Douglas
Executive creative director: Tony Bradbourne
Copywriter: Matt Simpkins
Strategic planner: Claire Beatson
Producer: Juliet Dreaver
Production house: The Sweet Shop
Director: Damien Shatford
Managing director: Fiona King
Executive producer: Ben Dailey