To celebrate its tenth birthday 2degrees has launched a new brand campaign ‘Fighting For Fair’.
Four 30-second spots, from TBWA, have been released. Humourously using a range of emoji – from the eggplant to the kiwifruit – the spots tell the story of how 2degrees made “fairer mobile plans a crack” offering a “fair go for all Kiwis”, how the company can ‘handle the jandle’, its offer of an unlimited mobile plan and encourages Kiwis to turn their phones off in the cinema.
Head of brand and communication Ben Wheeler says 2degreees started as it means to continue – “by offering value and fairness to our customers".
"We went against the grain and did the fair thing by freezing consumer broadband prices for 2019. After that, we announced we are teaming up with Amazon Prime Video to offer its content to our Broadband customers.”
“In consumer mobile, we launched a discounted Kiwi Heroes plan for first responders, teachers, nurses and the military. Next came an Unlimited Mobile Plan with free hot spotting, and if a customer pools with three mates it costs an average of $40 per person per month.”
Wheeler says Kiwis will have seen a hint of the new brand with the Unlimited Mobile Plan but says that next ad – dubbed ‘dropped pie’ — showcases the evolution of 2degrees over time.
“'Dropped Pie' tells the story of how 2degrees transformed the mobile market, and how we’ve grown and established our own mobile network and added a broadband and businesses offering too. It’s the first in a series of creative and second up is 'Handle the Jandal' ” he said.
TBWA head of creative Shane Bradnick says using emoji will provide an agility to the creative that will enable that banter and challenge.
“Telcos in New Zealand have lost a bit of their sense of fun. So, we wanted a brand platform that not only hit home with a strong proposition about what 2degrees offers, but also lets us have fun. 2degrees is one of the only telcos that can get away with Boney M as their soundtrack, comedian Pax Assadi as their voice over and make a point with the eggplant emoji.”
The new campaign will continue to roll out throughout the year and include activations, social and more 'Fighting For Fair' stories.