Following on from the recent consolidation of the Slingshot, Flip and Orcon advertising accounts, M2 Group has released its first ad campaign via its recently appointed creative agency Rapp.
Featuring a series of quirky three clips starring a pair of technologically challenged parents, the campaign has been produced for the Slingshot brand and targets Kiwi families.
“I know plenty of families, including my own, where kids are using iPads for learning and entertainment," says M2 consumer general manager Taryn Hamilton. "With Slingshot’s mobile bundle, it’s an affordable way to keep tablets connected on the go. Parents can now be in control of all the accounts with no risk of bill shock – if the plan runs out, they can simply top it up online, or not, and the charge will just appear on their monthly bill.”
In a recent interview with StopPress, Hamilton said that it was important for challenger brands be narrow in their focus, rather than trying to be everything to everyone.
"With a small brand, you can’t be the best at everything, so it’s really important that you identify upfront what you want to lean on and what you want to be the best in the market at. And that’s definitely what you’ll see brands doing more clearly in the future. Each brand will pick its area that it wants to be a specialist in and become an expert in that, rather than trying to be all things to all people—which Vodafone and Spark have to do based on their size. You just need to look at their websites to see this. You go to Spark’s site and you’ll have dozens of products that they’re trying to sell to you, and you have different parts of the business all pushing their own agendas. Whereas, if you go to the Slingshot website for example, it’s very clear and concise what the proposition is. It’s very tightly defined. We’re not putting ourselves out there as being all things to all people."
The new campaign has been based on Slingshot research showing a third of parents now give their children 10 years and under a mobile phone (80 percent of parents with children 13 years and under are given a phone). The results for iPad/tablet use shows children start even earlier with 31 percent of parents giving their children six years and under access to a tablet (and 59 percent for children under 10 years).
“Many of us have had those moments where we realise the kids have outgrown our knowledge about something and we have to turn and ask them for help," says Rapp managing director Robert Limb. "More often than not these days it’s technology related – and this work has fun with this idea.”
Before appointing Rapp, Slingshot released a slightly mad campaign called 'Get your happy face on', which was produced by previous account holder Mr Smith.
Slingshot also previously pushed its Global Mode offering through all its communications channels, a move that provoked the ire of Sky, MediaWorks, TVNZ and Spark and eventually led to court action.
Consumer General Manager: Taryn Hamilton
Head of Consumer Brand & Communications: Quentin Reade
Head of Consumer Marketing: Scott Hoogerbrug
Acquisition Marketing Manager: Wayne Miller
Agency – campaign strategy and creative: RAPP
Media agency: MBM
Production Company: Curious