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.
Slingshot has unveiled a quirky new TVC where it promotes its fibre offering for the first time, having previously focused on promoting its DSL products. And elsewhere in broadband land, Stuff Fibre has launched today, providing a fibre-only service and further competition in an already contested market.
At the press conference, held on Thursday, Vodafone chief executive Russell Stanners sat alongside Sky chief executive John Fellet, Sky chief financial officer Jason Hollingworth and Sky chairman Peter Macourt, during a presentation that saw the executives outline their motivations and plans for forming the joint company. And, as is often the case with such events, the most interesting discussion happened when journalists started asking questions.
Since 2009 when 2degrees first entered the local mobile market, the company has attracted over a million customers, which came largely at the expense of Vodafone and Spark. And now, with the launch of its broadband offering, 2degrees is again being pitted against these competitors as well as a few others. So, what are the chances of the telco replicating its mobile customer haul in the broadband space?
Witnessing a grown man with an impressive girth pouring what is hopefully chilled coffee all over his topless body isn’t necessarily an aesthetically pleasing experience, but this hasn’t stopped Bigpipe from featuring this bizarre scene in a new spot that promotes its unlimited broadband packages.
The telco that will soon be formerly known as Telecom has launched a new campaign to announce that it is now offering residential customers unlimited broadband data plans. And while this might seem like a smart move to separate its offering from its competitors and potentially attract new clients, the Saatchi & Saatchi-created ‘Giganaire’ TVC used to relay the message has divided public opinion, with some describing the spot as annoying, cringe-worthy and racist while others say it’s brilliant, hilarious and entertaining. Whether for good or bad reasons, the ad has gotten people talking and this has led to a YouTube clip of the TVC tallying up over 20,000 views (at the time of writing) since it was first launched.
Freeview is set to launch Worldnet TV, the niche Asian-focused channel, free to viewers using home broadband. Freeview says the channel is technically ready to go, with launch timing to be determined by WorldNet.
Orcon has appealed an Advertising Standards Authority ruling that upheld a complaint about its TV ad which featured Kim Dotcom saying, “join today and start living with truly unlimited broadband”. The telco says it’s got rid of the Fair Use policy that was the bone of contention.
Kiwis are using internet plans with bigger data caps and better connection quality, with a high fibre diet and the mobile web driving growth in online. That’s according to Statistics New Zealand, which says more than three quarters of broadband connections now have data caps of 20GB or more.
The Commerce Commission’s 2011 telecommunications annual monitoring report shows competition among telcos is heating up—and consumers, who doubled their consumption of mobile data since last year, are getting better and more diverse deals as a result.
In this edition of Michael Carney’s Marketing Week: How marketers in restricted categories can use social media and still meet their regulatory obligations The Consumer Guarantees Act gets a spruce up as it gets with the digital auction programme Google TV: another paradigm shift? The fibre optic cult: does the investment actually pay dividends? Digital goes legit at the Brainy Breakfast
Who it’s for: Vector (working with Y&R), which is trying to drum up support for fibre optic cabling and get fibre to Auckland doors so users will be able to download illegal movies at speeds 50 times faster than current levels.
Why we like it: Quirky …